Case Study: Glossier achieves exclusive early-access buzz with Shopify

Shop turns Glossier drop into treasure hunt with shoppable billboards

Glossier, the beauty brand, wanted a disruptive way to launch its new Boy Brow Arch product and engage its most passionate fans ahead of the wider Glossier.com release. Working with Shopify’s Shop app, Glossier combined an in-person scavenger hunt with shoppable billboards and posters across New York, Chicago, and Los Angeles to create early access and excitement.

Shopify’s location-specific technology let fans scan QR codes and buy Boy Brow Arch only if they were physically near the posters, turning the launch into an exclusive treasure hunt. The campaign drove strong social sharing and press coverage, built anticipation for the broader launch, and created a deeper connection with the Glossier community.

Glossier

Kleo Mack

Chief Marketing Officer