After debuting a full-page ad in yesterday’s New York Times, beauty brand Glossier has begun a billboard and digital campaign targeting swing state voters that will run from Oct. 14 until Election Day.

The ads depict a sliver of wet cleavage accompanied by the text “Vote for you” and a voter registration link, gently tying in the brand’s best-selling fragrance collection You, which recently launched two new scents. They’ll run on billboards, mass transit and college campuses in Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania and Wisconsin.

”Our hope is to draw attention to what’s at stake in this election and drive important conversations across our community and far beyond it, including among voters in key swing states,” Glossier chief marketing officer Kleo Mack told The Business of Beauty.

While the content of the ads are not explicitly partisan, they are a part of a larger political, progressive-leaning push the 10 year-old brand has made recently, largely focused on reproductive rights. The brand has also announced donations to Ignite National, an organisation focused on training young women to run for public office, and Reproductive Freedom for All, the non-profit formerly known as NARAL. Representatives from Ignite will also visit Glossier retail stores to help convert shoppers into voters.

“We’re building on our previous efforts,” Mack added, “and taking a bolder stance.”

During this year’s WNBA playoffs, pink digital banners with the message “Register to Vote” will beam courtside, and every Glossier order from now until Election Day includes a Vote 2024 sticker.

Like other Millennial-focused beauty and fashion companies, Glossier began to engage with political issues following the 2016 Presidential election. In 2020, the brand launched a grant program for Black-owned beauty businesses, which it maintains today. Before the 2022 Midterm elections, Glossier hosted an event at its LA store where the pop singer Olivia Rodrigo appeared and urged fans to register, wearing a tank top bejewelled with the word “Vote.”

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Two of the brand’s previous grantees — The Established and Ceylon — which each received a $50,000 infusion from Glossier just years ago, are closing their businesses due to a rough financial climate. With fresh injections of capital, the beauty label is hoping it can help others avoid the same fate.

Disclosure: Brennan Kilbane worked at Glossier from 2015 to 2017.