Sephora takes 'experential' to new level
Sephora is inviting shoppers to an immersive two-day-long event of “psychical and digital” encounters as part of the retailer's 20th birth celebration.
On Oct. 20-21, Sephora will commemorate its 20 years of retail in the United States with the launch of SEPHORiA, a first-of-its-kind, highly-immersive two-day beauty event fusing high-touch physical and digital experiences.
SEPHORiA will offer opportunities to learn, get inspired and play in the world of Sephora. This year’s theme, House of Beauty, will invite guests to literally unlock a new beauty experience behind every door. The interactive rooms will immerse beauty lovers – including thousands of new and existing clients, Sephora beauty advisors, media and influencers – in highly experiential and customized activities featuring more than 50 of Sephora’s most-loved prestige beauty brands. Guests can create and share their own beauty adventure by exploring new inspirational looks, testing and trying hundreds of products and learning to master new makeup techniques.
"At the heart of it, SEPHORiA sets out to celebrate the often indescribable euphoria you get from playing in the vast world of beauty – from discovering game-changing products or trying out a new look to engaging with digital technology that takes personalization to a whole new level,” said Deborah Yeh, SVP of Marketing and Brand, Sephora. “We’ve drawn from our deep understanding of the kinds of physical and digital beauty experiences clients love from Sephora, and set out to create the ultimate event that fuses fun, education and inspiration, and gives our community a place where they can live out all of their beauty fantasies.”
The launch of SEPHORiA includes a 360-degree marketing campaign beginning June 2018. Sephora will also collaborate with influential top-tier beauty ambassadors for SEPHORiA’s social campaign to further fuel excitement and awareness. Several of these beauty gurus will also be on-site with Sephora to further encourage learning, inspiration, play and sharing among attendees.
SEPHORiA will take place at The Majestic Downtown in Los Angeles, CA on October 20-21, 2018. Ticket sales, featuring three tiered options, begin on July 21, with special ticket offerings available to Sephora’s Beauty Insider Rouge and VIB loyalty members in advance.
Sephora has more than 400 stores across the Americas, as well as 600 locations inside JCPenney.