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Can Olivia Rodrigo Save Glossier?

The skin care brand never needed celebrity ambassadors before, but working with the A-list singer may be key to winning back Gen-Z.
Olivia Rodrigo has signed a long-term deal with Glossier Inc. to collaborate on the beauty and skin care company's products and promote the brand.
Olivia Rodrigo has signed a long-term deal with Glossier Inc. to collaborate on the beauty and skin care company's products and promote the brand. (Shutterstock)

Early on, a brand has to decide if it’s going to latch onto others for clout or if it’s the kind of brand that others latch onto. Glossier was the latter; it never paid celebrities to post about its products.

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