may.works™(Art)
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ⓒ 2024 May Lee(Art Director)
Shave the Stereotypes _Billie
Clarify A.I. _Duolingo
Morning Leftover
Recipe Challenge _Heinz
Cloud Lookbook _Google Cloud  
/imagine: outside
the box  _BIC
Glossier - Always Better on You
—OOH, Product, Social Media Campaign
Most beauty brands sell fantasy—their ads feature stunning models in luxurious settings, showcasing flawless makeup. But in the end, it’s just a fantasy.

Glossier began as a beauty blog that provided honest, transparent information. Its authenticity resonated with people. We recommend that Glossier continue focusing on what’s truly genuine, eliminating the unnecessary. How can we show that Glossier offers products crafted for customers, designed to enhance their beauty?

1. OOH: We created billboards that sets us apart from traditional beauty brands. Where you would normally expect to see a beautiful model, there’s NOTHING. Because our cosmetics are made for consumers, not for professional models. 
Glossier never designs products for professional models. Instead, it’s the customer’s face that Glossier truly needs.
    

2. Social Media 

: We expanded this campaign to social media platforms. We created a camera filter that allowed people to take selfies as if they were Glossier models and share them directly.

 
image here
  


3. Custom beauty bag 
: To convey the message "Always better on you" through our products, we’ll launch customizable beauty bags and makeup sets. Customers can personalize the beauty bag with stickers to write their name on it.