The intent is to blend symbols of mortality and hope for members of this particular group of churchgoers. Modern Catholic rite has been trying to be more positive in its ceremonies, and rather than seeing Ash Wednesday and Lent as purely about suffering for our sins, there is some emphasis on eventual hope for forgiveness and salvation. The palm ashes symbolize mortality, and the glitter is supposed to represent hope.
(Disclaimer: Former Catholic, far too many years of Jesuit training, now a Unitarian Universalist.)
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