• by Sarah Mahoney  @mahoney_sarah, February 27, 2025

Social media-driven skincare "experts" are famous for outdoing themselves with multistep routines that border on the ridiculous. A new campaign from Garnier takes on one trend with a campaign called “De-Glaze With Me.”

Working with comedian Ilana Glazer (get it?), the social-media effort focuses on how Garnier’s Micellar Water with Salicylic Acid, the brand’s newest formulation, does just the opposite of the trend, “deglazing” as it wipes away makeup, mattifies, and clears impurities at the end of the day.

For those not lost in the loop known as Beauty Tok, “glazed donut” skin refers to piling multiple moisturizing skincare and makeup products on the face to appear as moist and glistening as a hot Krispy Kreme. That trend varies a bit from the “glass skin” trend, which is a little last year and somewhat barer. Experts say the donut effect typically adds enough cosmetics to the process to create a bit of a sun-kissed look.

The idea is that effective cleaning doesn’t have to be complicated, which can seem sacrilegious to many beauty fans. Some of the most popular nighttime routine suggestions offered in Ulta and Sephora tutorials, for example, include upwards of 11 products to use each night.

Realistic? Not for most women, which is the campaign's point, says Yaritza Caraballo, assistant vice president of brand engagement at Garnier, in an email to Marketing Daily.

Garnier hopes the new campaign highlights how cumbersome trends like “glazed donut” or “clean girl” aesthetics are, and that the many steps involved aren’t right for all skin types. “These routines, while visually appealing, can be impractical due to the time and financial investment required,” Caraballo says. “When taking care of your skin, it’s critical to understand that there isn’t a one-size-fits-all solution.”

Micellar water has been around for decades but burst back on the scene in the 1990s. Garnier’s version, introduced in 2016, is the No. 1 brand, based on Nielsen data. Made of purified water, mild cleaners and moisturizing chemicals like glycerin, these products promise fast, easy and non-drying makeup removal.

And the growing demand for “clean” (if complicated) beauty routines has pushed micellar water well into the mainstream.

Besides the name play, Glazer is “a long-time fan of Garnier and a regular user of our Micellar Water, demonstrating a genuine connection with the brand,” says Caraballo.

“Her down-to-earth humor and approachable personality resonate with our target audience of Gen-Z/millennials, who appreciate authenticity and a less-is-more approach to beauty.”

Caraballo says the campaign aims to increase awareness and drive trial among this demographic, leveraging Glazer’s engagement with her fan base.

Garnier’s new de-glazing solution is “both efficient and gentle, particularly for those with acne-prone skin. This is a streamlined solution.”