Naturium Glow Better Together Celebrates the Power of Community
Laura McQuarrie — May 28, 2026 — Marketing
References: naturium & businesswire
The Naturium Glow Better Together campaign was created to celebrate the community, creativity and connection behind the brand's best-selling Glow Getter collection, and it prominently features longtime fans of the brand, including influencer Bretman Rock.
With this brand campaign, Naturium is expanding the meaning of “glow” beyond skincare systems to the people and support systems that help to boost feelings of confidence and radiance. Glow Getters were invited to become part of the campaign with a national casting call that had them submit raw, self-shot videos centered on joy, connection, and self-expression. In all, there are 11 Glow Getters, all real community members with different ages, personalities and backgrounds who were selected for their authenticity.
With this brand campaign, Naturium is expanding the meaning of “glow” beyond skincare systems to the people and support systems that help to boost feelings of confidence and radiance. Glow Getters were invited to become part of the campaign with a national casting call that had them submit raw, self-shot videos centered on joy, connection, and self-expression. In all, there are 11 Glow Getters, all real community members with different ages, personalities and backgrounds who were selected for their authenticity.
Trend Themes
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Community-centric Brand Storytelling — A shift toward celebrating real customers and support networks creates opportunities for platforms that package community narratives into scalable, trust-driving marketing assets.
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Creator-led Product Narratives — Featuring authentic creator-generated content and raw self-shot videos points to new models where product development and promotion are co-created with everyday users and micro-influencers.
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Authenticity-driven Casting — Selecting diverse, non-professional talent emphasizes a move away from polished advertising toward verification and matchmaking services that connect brands with authentic community representatives.
Industry Implications
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Beauty and Personal Care — The emphasis on lived experiences and community validation opens room for subscription and customization services that integrate user stories into product recommendations and formulations.
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Marketing and Advertising — Campaigns built around real people suggest demand for analytics and creative platforms that measure and monetize authenticity and long-term community engagement.
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Social Media Platforms — Platforms that enable raw, self-shot content and democratized casting are positioned to develop new monetization layers and tools for rights management and creator-brand collaboration.
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