New You Impressions campaign from Glossier

Glossier You’s “You Impressions” is a vivid new campaign produced by Cadence Films and directed by Mitch Ryan. 

The ad highlights Glossier You’s two fragrance additions, or ‘skin-scent enhancers,’ Rêve and Doux. Ryan sets a unique tone for each within the ad through intimate camera angles and an atmospheric soundscape. In addition to DP Sean Price Williams’ moody footage, Ryan personally shot GoPro coverage for the campaign before ever setting foot on set, lending a dynamic, avant-garde feeling to the film.

You Doux is a serene and woody scent of violet, palo santo, frankincense, and myrrh. You Rêve is a lush fever dream of buttercream, plum, almond, iris, and sandalwood; both are heightened by the musky base of Ambrox. Designed to grow and evolve with the wearer across time and space, these skin-scent enhancers smell a little different on each person. According to Glossier, “You are the final ingredient.”

Mitch Ryan is a New York-based director known for stripping away the edifice and pretension to portray subjects in a raw, yet stylized, manner. Complex, full of emotion, and oftentimes humorous, he has worked with brands including Nike, Colina Strada, and Stussy and artists including Rosalía and Olivia Rodrigo.