Ten-year-old millennial beauty and skincare brand Glossier is launching a new product next week that it hopes will generate lots of buzz. But before the new eyebrow product hits Glossier’s ecommerce website, it’s available exclusively to fans in New York, Los Angeles and Chicago who find shoppable posters before Monday.
The treasure hunt-like stunt is part of a collaboration with Shop, Shopify’s commerce app. Anna Decilveo, head of merchandising and brand partnerships at Shop, described the partnership as a “first-of-its-kind” program for Shopify.
When fans find the posters and scan a QR code, they’ll be directed to Glossier’s store within the Shop app where they can order the new product, called Boy Brow Arch, from Aug. 2 to 5, as long as they’re within one of those three cities. The campaign uses Shop’s geo-gated location tech so that anyone who scans the QR code outside those areas won’t have access to the new product until its wider launch on Glossier.com on Aug. 6.
The activation is part of a broader industry trend toward shoppable ads, which allow people to more seamlessly move from seeing an ad to buying products.
“Our goal with this campaign was to be disruptive, find a fresh way to bring a new brow product to the market, and generate engagement within our community,” said Glossier CMO Kleo Mack.
Glossier will measure the success of the campaign from impressions, social shares, earned media and total sales originating with the QR code, she said. The company expects to generate more than 100 million impressions during the activation.
Glossier has used Shopify as its ecommerce platform since 2022. It’s also been using Shop Campaign, a tool within the Shop app that allows brands to create ads and offers to lure new customers, since earlier this year.
