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Glossier x Sant Ambroeus: Principessa Body Veil
Project
A speculative brand collaboration that turns Sant Ambroeus’ Principessa cake into a talc-free scented body veil and multi-channel launch platform for Glossier, built to scale the body category, pull shoppers into stores and cafés, and ignite highly shareable, scent-led moments.
Context
Glossier is growing its body category and needs sensorial, story-driven products that feel special in a crowded market. Strategic collaborations are a sharp way to do that: they bring in new audiences, new contexts, and a built-in story. Sant Ambroeus, a New York institution with a loyal following and a very short list of partners, makes the idea feel unexpected and limited. This concept links Glossier’s body portfolio to café culture through a Principessa cake scent story, designed to lift body care sales, grow baskets, and spark “you had to be there” moments online and in-store.
Challenge
Create a Glossier x Sant Ambroeus collaboration that:
- Anchors Glossier’s body line in a distinctive gourmand hero, inspired by the Principessa cake and today’s scent-obsessed market
- Reintroduces body powders to a new generation—proving a dry, veil-like format can be luxe, modern, and genuinely useful
- Makes the collaboration feel elevated and deeply on-brand for both partners, not like a throwaway merch drop
- Delivers a rich dessert scent with a soft, non-tacky finish that works with clothes, sheets, and city life
- Activates flagships, cafés, and creators to turn a limited launch into traffic, bigger body-care baskets, and highly shareable, scent-led moments
Insight
Scent-obsessed shoppers use body care as a small daily indulgence: they want cozy, dessert-adjacent scents that feel special but don’t leave stickiness, transfer, or residue. They crave that “cake at the café” sensory hit in their beauty products. A modern, talc-free body veil delivers that payoff as a soft, dry layer that fits under clothes and into everyday routines.
Idea
Launch Principessa Body Veil, a Glossier body product inspired by Sant Ambroeus’ Principessa cake: a modern, talc-free scented body veil that leaves skin soft, dry, and delicately gourmand.
-Translate the “cake at the café” ritual into a light, everyday body scent that fits real life.
-Reintroduce body powders with a refillable veil system designed to live on the vanity, not in the drawer.
-Orchestrate cafés, flagships, e-comm, OOH, and creators around a single Principessa scent world.
For Glossier, the collaboration builds an ownable gourmand body pillar that reignites interest in body powders, grows hero-SKU trial and body-care baskets, drives traffic to stores and cafés, and fuels highly photogenic, scent-led content.
Role
Led insight, brand and product strategy, concept, and copy across the collaboration. Positioned Principessa Body Veil within Glossier’s body portfolio, defined the consumer insight and scent narrative, designed the refillable format, and architected the café, flagship, e-comm, OOH, and creator rollout with KPIs tied to awareness, hero-SKU trial, basket lift, and UGC.
(Speculative project. Not affiliated with Glossier or Sant Ambroeus.)
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