Glossier, a trailblazer in beauty innovation, joined forces with the Shop app to unveil their latest product, Boy Brow Arch. This partnership uniquely combined an in-person scavenger hunt with online shopping to give fans exclusive early access.
Early access to Glossier, granted by the Shop app
Before the wider release of Boy Brow Arch, Glossier aimed to cut through the clutter by engaging with their most passionate fans in a unique way that brought their product to life.
Glossier teamed up with Shop to add a local spin to their latest product release. Throughout New York, Chicago, and Los Angeles, Glossier fans could scan posters to shop Boy Brow Arch ahead of the launch on Glossier.com, exclusively through the Shop app. Leveraging Shop’s location-specific technology, only those who physically found the posters and billboard could reap the rewards.
Fans who scanned the QR code were directed to Glossier’s store within the Shop app where they could order the product as long as they were within local range.
You just had to be there
Once the activation launched, shoppers shared posters all over social media. Press outlets also spread the news as fans worldwide tried to shop the drop—but only the dedicated ones who tracked down the posters could order Boy Brow Arch.
They saw, they scanned, they shopped
This location-specific technology ensured only Glossier fans who found the posters could unlock the product, adding an extra layer of hype and exclusivity.
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.
Those who scanned the posters developed a stronger connection with the brand. Viewers who saw the activation from afar were drawn in, creating a sense of anticipation leading up to the launch on Glossier.com. Merging an in-person scavenger hunt with digital shopping, this partnership gave Glossier fans a unique and exciting way to gain early access.
