Beauty retailer Sephora is to launch a single brand signature for its 35 markets worldwide: “We belong to something beautiful”.
Initially launched in North America in 2019, the signature will now be presented in Europe, the Middle East and Asia with a new campaign. Produced with advertising agency BETC, Sephora says the campaign aims to redefine the role of the mirror as an ally, rather than as an object of judgement.
The campaign consists of a film directed by Stefanie Soho and photographs by Liz Collins. Sephora says the film presents a series of scenes of everyday life where characters connect through beauty.
The campaign will be displayed in 400 Sephora stores in the EU. Selena Gomez and her brand Rare Beauty will be part of the campaign.
Guillaume Motte, President and CEO of Sephora, said: “This signature has been a key pillar of Sephora’s positioning in North America and has helped redefine prestige beauty in this region. By adopting it worldwide, we are reaffirming our unique vision of beauty […] We want to inspire the millions of enthusiasts who make up our community: the 180 million members of our loyalty program worldwide, our hundreds of partner brands, and our 50,000 employees.”
