Glossier Play was a makeup sub-brand launched in 2019, distinguished by its boldness and color, but it closed in 2021 after criticism of its approach, which differed from what its consumers expected.

 

Glossier Playland imagines a universe where the brand evolves instead of disappearing: through a digital virtual fitting room experience. This concept celebrates the boldness and fun that made Glossier Play unique. Ideal for trade shows like VASSAR or Feria EVA in Bogotá, the idea combines vibrant visual design, mini-games to win products, a discount wheel, and a visual identity that respects the colorful and bright spirit of what the brand once was.

 

I sought to revive the essence of Glossier Play, adding structure, digital interaction, and brand understanding. It was an exercise in what could have been if they had focused on more immersive and community oriented experiences before the line closed.