Glossier Dew Lab · Independent Speculative Product Concept
All visuals are original campaign mockups created to demonstrate the concept.
- Project Type
- Independent speculative product campaign
- My Role
- Sole creator
- Scope
- Market research, consumer insight development, product concept, positioning, naming, copywriting, art direction, packaging design, and campaign execution
Deliverables
- Product concept
- Brand positioning
- Packaging
- Campaign messaging
- Digital advertisements
- Social content
- Product visuals
The Origin
Why I rebuilt this on my own.
This started as a group campaign aimed at young men, built around temporary slang. I felt that direction leaned on a passing trend rather than a real, lasting opportunity for Glossier. After the project wrapped, I went back and rebuilt it independently, developing Dew Lab from the strategy through final execution.
Americans spend over $2.4 billion a year chasing Korean skincare they can't easily get. What if the brand they already trust brought that innovation home?
Source: Grand View Research, U.S. K-beauty market sizing.
The Challenge
South Korea leads the global skincare industry, introducing new ingredients, formulations, and trends years before they reach the U.S. But American consumers who want in still face steep barriers: shipping costs, import fees, long delivery times, and limited retail availability.
The Insight
Consumers are moving away from heavy, full-coverage makeup toward products that enhance naturally healthy skin. Trends like the “clean girl” aesthetic and glass skin signal a clear preference for fresh, radiant looks that start with skincare rather than coverage.
The demand is proven. The gap is accessibility.
The Campaign Idea
Great skin was never a filter. It is formulation. We put Glossier's natural-beauty philosophy on the same line as the science that backs it up.
Why Glossier
Not a competitor to Korean beauty. The bridge to it.
Korean beauty leads on skincare innovation; Glossier is trusted for natural, accessible simplicity. By partnering with Korean formulators, Glossier doesn't compete with K-beauty; it becomes the bridge that brings that innovation home to American consumers.
The Solution
Introducing Dew Lab.
Glossier introduces Dew Lab, a collection of Korean-formulated skincare and skincare-infused makeup designed for healthy, hydrated, glowing skin. Pairing Korean innovation with Glossier's minimalist identity, Dew Lab becomes the easiest way for U.S. consumers to experience K-beauty results.
Naming the line
I explored several names before landing on Dew Lab, balancing Korean-beauty credibility with Glossier's soft, approachable voice.
The Execution
Formulated in Korea. Perfected for you.
The campaign highlights the expertise behind Korean skincare while emphasizing Glossier's role in making those innovations accessible, familiar, and easy to incorporate into everyday beauty routines.
Key Themes
The Motion
Browsing beauty, brought to life.
This video introduces Dew Lab through ingredient-focused visuals, skincare-inspired makeup, and Glossier's signature minimalist aesthetic.
Throughout the video, clicking and tapping sounds mimic the experience of browsing skincare products online, reinforcing how consumers discover and shop for beauty in the digital age, all landing on the tagline, “Formulated in Korea. Perfected for You.”
The Takeaway
Skincare that improves the skin, not just covers it.
The bottom line
Consumers increasingly want beauty that improves the skin rather than simply covers it. Korean beauty leads on those results; Glossier owns natural, effortless beauty. By bringing the two together, Glossier steps to the front of the next generation of skincare and makeup.