Glossier
#ItsNotYouItsMe
Over the last few years, we've witnessed the makeup world explode, with an obsession for the latest products and beauty trends on social media. But what has also arrived uninvited, is makeup shaming.
Now, Glossier are changing the game. Recognising the right for everyone to define beauty on their own terms.
The creative platform plays on the culturally-recognised break up phrase 'It's Not You, It's Me' to convey a powerful message: it's not your face. It's mine.
If you love it and you're not doing any harm, then do it. If that's three layers of foundation, then pile it on. If it's a shield to hide behind, then no one can take it away. It's yours for keeps.
Makeup is personal. But it's oh-so-easy to be drawn into the collective chatter of opinions around us.
Stripping back to simplicity, we says it's your face – your choice. Let 'em know.
Stripping back to simplicity, we says it's your face – your choice. Let 'em know.
The message is clear-cut: your opinion might be valid, but who said I needed validation?
Everyone is unique, so it doesn't come as a surprise that our skin and what we put on it isn't always the same. One person's holy grail is another's nightmare from hell.
So if you ever start to worry about someone else's opinion, just remind yourself... #ItsNotYouItsMe
This idea was born from the hub of Gen Z twitter – a community of people venting frustration at judgmental comments, from the size of fake eyelashes to the layers of foundation and everything in between.
This community are united in their shared experiences. And that's what makes makeup so special. They represent a new generation of modern consumers who have learnt how to filter through digital noise.
They draw inspiration from those they identify with and listen to those who speak their language. But what they don't do, is worry about other people's opinions. That's none of their business.
