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Brand ads

Glossier ads: what it runs, and the ad that lasts

What Glossier runs on Facebook and Instagram, where those ads send shoppers, and the ad it has kept running longest.

All Glossier ads in Meta's Ad Library
live Meta ads
Over 150

live Meta ads

video ads
55%

video ads

median age of a live ad
16 days

median age of a live ad

land on a product page
82%

land on a product page

Glossier's longest-running live ad

Glossier Icons Set

“Your introduction to Glossier. Meet the Glossier Icons Set: Boy Brow, Balm Dotcom, Glossier You + Mini Beauty Bag.”

11 live ads carry the same words.

60 days live · Carousel · Offer first hook · Lands on a product page

See it in Meta's Ad Library

Our take

Glossier runs a small account next to the others here, and most of its ads go to single product pages. Its longest-running ad is an introduction: “Your introduction to Glossier. Meet the Glossier Icons Set: Boy Brow, Balm Dotcom, Glossier You + Mini Beauty Bag.”

It solves a new customer's first problem, which is not knowing what to buy. The set names three best sellers, bundles them and lands on one product page with one price. Eleven live ads carry the same copy.

For any brand with a wide range, a starter set is the easiest ad to keep running: it gives a stranger one obvious first order and a reason to come back for the full sizes.

The opening lines it repeats

The first line of the ad copy, grouped, with how many live ads use it.

  1. “Surprise! Take 20% off best sellers. Plus, a free Futuredew Solid on orders $75+. Our treat.”

    15 ads

  2. “One You for your Top Shelf. One for your holiday escape. Shop the Glossier You Duo.”

    15 ads

  3. “Get holiday-ready with the Black Cherry Lip Line + Balm Duo for a juicy, just-bitten lip look.”

    13 ads

  4. “Meet Glossier You Doux. Sweet violet, warm woods, and musk settle into a serene, rich fragrance.”

    13 ads

  5. “Your introduction to Glossier. Meet the Glossier Icons Set: Boy Brow, Balm Dotcom, Glossier You + Mini Beauty Bag.”

    11 ads

  6. “You, Doux, Soie, Fleur. Why choose? Gift all four with the Mini Glossier You Wardrobe Kit.”

    9 ads

How the ads open, and what they pitch

Each ad's opening is read as a hook type, and its pitch as an angle.

Hook type

  • Bold claim

    54 ads · 35%

  • Product showcase

    31 ads · 20%

  • Offer first

    26 ads · 17%

  • New or launch

    16 ads · 10%

  • Curiosity

    8 ads · 5%

  • First-person story

    8 ads · 5%

Angle

  • Identity

    39 ads · 25%

  • Transformation

    30 ads · 19%

  • Gifting

    25 ads · 16%

  • Price or value

    24 ads · 16%

  • Convenience

    13 ads · 8%

  • How it works

    11 ads · 7%

Where the ads land

The pages with the most live ads pointing at them.

  1. glossier.com/products/glossier-you-doux

    Product page · 17 ads

  2. glossier.com/collections/surprise-sale

    Collection page · 15 ads

  3. glossier.com/products/glossier-holiday-you-duo

    Product page · 13 ads

  4. glossier.com/products/black-cherry-lip-line-balm-duo

    Product page · 12 ads

  5. glossier.com/products/mini-you-wardrobe-set

    Product page · 12 ads

  6. glossier.com/collections/all

    Collection page · 12 ads

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Frequently asked questions

How many Facebook ads is Glossier running?
Over 150 live Meta ads, counted across Facebook and Instagram. 55% are videos, 45% are carousels. Half of its live ads started in the last 16 days.
What is Glossier's longest-running ad?
A carousel ad that has run 60 days. It opens: “Your introduction to Glossier. Meet the Glossier Icons Set: Boy Brow, Balm Dotcom, Glossier You + Mini Beauty Bag.” It sends shoppers to a product page.
Where do Glossier's ads send shoppers?
Mostly to product pages (82%) and collection pages (18%). The page with the most live ads is glossier.com/products/glossier-you-doux, linked from 17 of them.

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Glossier is not affiliated with Replo.

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