Sephora Global

PROBLEM:
How does Sephora express their company truths that are very needed in a challenging time in culture where the beauty and advertising industry centers the cis, white, supermodel?

SOLUTION:
Create a timeless brand message that would exist beyond the beauty industry with an idea that anyone can get behind. #NeverStop
This work set the tone for everything the brand (and industry) has come to normalize. And became the foundation to what Sephora’s Marketing has evolved to today.

This was Sephora’s first national brand campaign, ever. Our work informed the LVMH brand marketing for years to follow.

A successful launch in the US brought a need to immediately launch internationally across Sephora’s global markets.
On International Women's Day, the campaign launched internationally across Sephora France, Turkey, Italy & Portugal.

#NeverStop being a multi-faceted woman
#NeverStop speaking up
#NeverStop staying true to you

#NeverStop

"Sephora's New Digital Campaign is a Timely Anthem for Inclusivity" - AdWeek

”Sephora wants to show that beauty doesn’t come in one shape or size.” - AdWeek

In addition to Sephora’s campaign anthem, we dug into the truths of 5 women’s stories,
neither defined by conventional beauty nor controlled by society’s standards.

Karis continuously evolving without anyone’s permission but their own.

Khadija bringing light to her personality, not defined by what you assumed.

Cynthia earning her grey hairs. 

Director - Malia James
Editor - Morgan Bradley, Beast Editorial
Colour - EZ Pascua
Music - Biggest thank you to the women of Barking Owl

Britni leaning into her Asian features when she was often made fun of, because of them.  

We built 45+ pieces of unique content for their 10 million IG and 15 million FB community.
Since establishing their first brand campaign specific to their social, their Instagram audience has grown to 21 million.