The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 12th Annual Shorty Awards

POOP, but make it fashion

Entered in Integrated Campaign

About this entry

Poo~Pourri, the original before-you-go toilet spray, takes pride in being a daring brand that also likes to have fun. In the fall of 2019, after receiving feedback from our customers and loyal influencer partners, we launched a chic, glitter-themed bottle perfect for the beauty fanatic. Following the success of that launch, which quickly sold out online and was picked up by Ulta, we decided to develop a full Glitter collection inclusive of three scents, Pink Citron, Cloud Berry and Sweet Violet. Our goal with debuting a full, three-piece Glitter collection was to break into a new market and encourage beauty-focused buyers to think of Poo-Pourri as the new, unexpected shelfie essential.

We planned to launch Glitter with an appropriately named campaign – POOP, but make it fashion! Yes, we went there… and introduced our new, over-the-top (in all the right ways), stigma-fighting beauty essential to the masses.

Why does this entry deserve to win?

For Glitter, which hit stores in early February, we sought to make the most impactful splash, literally. NYFW has the reputation of being a polarizing week filled with excitement and stress, and we wanted to be one of those moments that brings joy to the city.

We doubled down with an integrated campaign spanning traditional, PR, digital and sponsorships, to support Glitter campaign.We conciously centered this campaign around  “POOP, but make it fashion” in all capital letters and large font to catch attention of the consumer. 

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The Glitter campaign has garnered over 250 million impression to date. We have received hundreds of engagements and tags on social media, and even an epic capture of our taxi topper from Kendall Jenner through her Instagram stories.

The designers and models were seen carrying the cheeky totes around the city and we were included in New York Magazine: The Cut’s 9 Amazing Fashion Week Moments.

The Glitter campaign successfully targeted a new audience while re-engaging our loyal customers with creative content, resulting in the brand re-stocking product online and in stores.

We will continue to grow and build on this love for the Glitter Collection with ongoing integrated marketing efforts this year.


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