# Hyper-Targeted Shoppable Posters Glossier and Shop Launched Posters with Geo-Gated Location Tech By Laura McQuarrie | Published 2024-08-06 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/glossier-and-shop References: [adweek](https://www.adweek.com/commerce/glossier-and-shopify-created-a-shoppable-treasure-hunt-to-promote-a-new-brow-product/)  Before launching its latest product, [Glossier](https://www.trendhunter.com/trends/balm-dotworld-mobile-truck) rewarded fans with a keen eye by sharing shoppable posters in New York, Los Angeles and Chicago. The treasure hunt-inspired activation was made possible in collaboration with [Shop](https://www.trendhunter.com/trends/shoplift-campaign), the commerce app from [Shopify](https://www.trendhunter.com/trends/fragrance-billboard), and the experience specifically spoke to consumers in these major cities with Shop’s geo-gated location technology. “Our goal with this campaign was to be disruptive, find a fresh way to bring a new brow product to the market, and generate engagement within our community,” said Glossier CMO Kleo Mack. Before Glossier's Boy Brow Arch officially launched, consumers in the aforementioned cities had the chance to find a poster, scan a QR code and purchase from Glossier’s store within the Shop app. Thanks to Shop’s geo-gated location tech, consumers outside of New York, Los Angeles and Chicago didn't have access to the product until its wider launch a few days later. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 72% | Activity: 83% | Freshness: 27% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Geo-gated Marketing Campaigns:** Brands are leveraging geo-gated location technology to create exclusive, city-specific promotions that drive local engagement and excitement. - **Shoppable Media:** Interactive shoppable posters and other media formats are providing consumers with seamless, on-the-spot purchasing opportunities integrated into everyday environments. - **Treasure Hunt Activations:** Marketing strategies inspired by treasure hunts are generating buzz and encouraging consumers to participate in brand experiences through engaging, location-based challenges. ### Industries Being Reshaped - **Retail Tech:** Advanced technological integrations like geo-gated systems are transforming how retailers reach and engage with customers in specific locales. - **Marketing and Advertising:** Innovative marketing tactics such as location-based posters and interactive campaigns are revolutionizing consumer engagement and brand visibility. - **E-commerce:** The intersection between digital commerce platforms and physical marketing mediums is enhancing the consumer shopping experience and bridging online and offline sales channels. ## Related on Trend Hunter - [Scan-to-Sniff Fragrance Billboards](https://www.trendhunter.com/trends/fragrance-billboard.md) - [Stay-Put Beauty Ads](https://www.trendhunter.com/trends/grippy-serum-primer.md) - [Mobile Beauty Pop-Ups](https://www.trendhunter.com/trends/henkels-gt2b.md) - [Sensorial Beauty Pop-Ups](https://www.trendhunter.com/trends/gimme-gummy-bar.md) - [Mobile Beauty Retail Activations](https://www.trendhunter.com/trends/cardi-bs-growgood-beauty.md) - [Mobile Truck Gloss Pop-Ups](https://www.trendhunter.com/trends/balm-dotworld-mobile-truck.md) - [Groundbreaking AR Posters](https://www.trendhunter.com/trends/windooh.md) - [Geo-Targeted Beauty Campaigns](https://www.trendhunter.com/trends/its-a-10-haircare.md) - [Beauty Shopper Transports](https://www.trendhunter.com/trends/delivered-to-beauty.md)