Ali Weiss, SVP of Marketing
Glossier first introduced Body Hero to the world in September 2017 with the launch of our Daily Oil Wash and Daily Perfecting Cream. It was a special moment for our team: we were entering a new category, with products designed to make luxury body care accessible, and going big, with larger-than-life billboards across New York and LA that featured nude portraits of people who inspire us. The ensuing conversation around beauty, self-care and individuality—in our community, and across the industry—is something I’ll never forget.
Now, three years later, we are introducing two new products to the Body Hero collection—our Exfoliating Bar and Dry-Touch Oil Mist—and have taken the opportunity to revisit the concept of a “Body Hero,” exploring what our bodies do for us, and what we do for them. Through this campaign, we’re celebrating the stories of Body Heroes ranging from a nurse, to an artist, to a student.
We’ve also found Body Heroes in a group of women who have used their voices and bodies to drive change in their sport and in the world: the women of the WNBA. They’re a community with a long history of championing equality and challenging the status quo, and watching them lead by example on and off the court in 2020 has been nothing short of awe-inspiring.
We are honored to be partnering with the WNBA and eight of its game-changing players to bring Body Hero to life: 2020 WNBA Champion Sue Bird of the Seattle Storm, Seimone Augustus of the LA Sparks, Lexie Brown of the Minnesota Lynx, Kalani Brown of the Atlanta Dream, Amanda Zahui B. of the New York Liberty, Natalie Achonwa of the Indiana Fever, and Stefanie Dolson and Gabby Williams of the Chicago Sky.
While living and competing together in the historic WNBA “Wubble,” these players took us along for the ride through self-shot content that highlights their lives, routines, and perspectives on beauty. In a venue that was quite literally designed to be isolated from the outside world, we found ourselves waking up with Amanda, getting ready with Sue, and practicing on the court with Natalie, all while learning about the rituals they keep, the products they love, and how they’ve come to define beauty as athletes and individuals. For some, that journey was about finding beauty in their athleticism, and for others, it’s been about becoming a Body Hero through self-love. For Lexie Brown, it’s rooted in the repetition of a personal mantra: you deserve this.
Our mission to give voice through beauty has always been rooted in a belief that the power of beauty goes far beyond products or aesthetics—it is a means of connection, a conduit for personal narrative, and an expression of self-identity. This campaign is the perfect reminder of that mission, and we can’t wait to share it, and the stories of these incredible Body Heroes, with you.