On Tuesday, Glossier introduced that it has tapped Olivia Rodrigo as its first-ever superstar face. Not solely will the actor and singer function an envoy for the model, however in what’s being touted as a “first-of-its-kind partnership,” she will even be capable of “lend her distinctive voice and perspective to thrilling initiatives spanning product, content material and artistic campaigns, all whereas connecting with the Glossier group,” per a launch from the corporate.
Glossier has, by some, just lately change into considered an emblem of a bygone, millennial-pink-swathed, “girlboss”-led period. However by tapping one of many buzziest younger stars, it is making a less-than-subtle play to seize the eye of Gen Z. (Hopefully this one resonates extra efficiently than Glossier Play, the corporate’s final try to take action.)
Based on the press launch, “the partnership with Olivia signifies the model’s deal with constructing genuine expertise partnerships grounded in real-life connections and shared values.” And it is true that the Grammy-winning artist has, the truth is, worn Glossier make-up for a lot of of her public appearances over the previous few years. Rodrigo is reportedly a giant fan of the model’s best-selling forehead gel, liquid eyeliner and lip tint. (She additionally debuted the model’s “Ultralip” lip tint in a “Magnificence Secrets and techniques” video for Vogue final 12 months.)
Together with the partnership information, Glossier additionally launched its first marketing campaign that includes Rodrigo on Tuesday. Photographed by Stevie Dance, the pictures function make-up by Katie Jane Hughes and hair by Rodrigo’s go-to stylist Clayton Hawkins.
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As a part of Rodrigo’s debut as a model accomplice, Glossier has launched a curated set of her favourite gadgets, dubbed “Olivia’s Favorites,” bought as a bundle. Later this 12 months, the partnership will proceed to increase through collaborations with Rodrigo on “tour experiences and merch, develop[ing] customized product units, and co-creating content material.”
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