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Reddit isn't exactly a brand-friendly social media platform that advertisers fancy.
However, Glossier is keen on being the outlier, leaning into the negative feedback from the forum's community for a new brand campaign.
Titled "The Comments Section," the beauty brand's latest initiative sees the Glossier HQ read unfiltered Reddit comments, bashing the new formula for its famous lip balm, "Balm Dotcom."
In the 83-second spot, they gloss over the hate its product received, with brash remarks like "Hey Glossier, if you don't bring back the original formula, you ****ing, stupid pieces of ****."
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Other statements include:
- "No, thank you. We hate it"
- "I am on my hands and knees, begging you to bring back the original formula"
- "Glossier new Balm Dotcom formula makes me filled with rage after every use"
Throughout the ad, viewers see the Glossier staff with blank expressions in surprise at what they have just read.
As the spot comes to a close, the brand reveals that it is bringing back its original formula in all its glory, appeasing all the angry users who have longed for it.
What's the Hate with 'Balm Dotcom'?
First introduced in 2014, Glossier's Balm Dotcom was reformulated in 2023 to make it a vegan-friendly product.
However, this drew heavy criticism from its most loyal fans, with many complaining that it had lost its hydrating and moisturizing abilities.
The company's latest campaign sought to address this.
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Throughout its three Instagram posts, users are seen joyfully commenting on the brand's decision to listen to their customers.
"I took the day off today. This is a national holiday moving forward," one wrote. "Bullying works," another hilariously quipped.
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