Sephora, the global prestige beauty giant owned by LVMH, is taking a bold step by adopting a single brand signature for all its 35 markets. The new brand slogan, “We belong to something beautiful,” is an empowering message that aims to promote inclusivity and celebrate all forms of beauty. Sephora believes that beauty should not be limited to a specific standard, but should rather be an expression of individuality and self-acceptance.
While the brand signature was initially launched in the North American market in 2019, Sephora is now rolling it out in Europe, the Middle East, and Asia. This decision reflects the company’s commitment to spreading its unique vision of beauty across the globe. The new brand ethos will be brought to life through an immersive campaign created in collaboration with the BETC agency.
One of the key elements of this campaign is the transformation of the mirror from an object of judgment to a benevolent and positive witness. The campaign captures various moments from everyday life, highlighting the positive connection between characters through beauty. This imagery will be displayed in 400 Sephora stores across the EU, further reinforcing the message of inclusivity and self-expression.
To amplify the impact of the campaign, Sephora has partnered with Selena Gomez and her Rare Beauty brand. Gomez, known for her strong commitments to mental health, inclusivity, and self-acceptance, aligns perfectly with the values of Sephora’s new brand signature. Her involvement adds an additional layer of authenticity and inspires others to embrace their unique beauty.
Deborah Yeh, Global Chief Marketing Officer at Sephora, believes that the “We Belong to Something Beautiful” line is more than just a brand signature. It serves as a guiding principle that inspires various actions within the company, such as evolving the in-store experience and expanding the product assortment. Sephora aims to create a space where everyone feels welcome and empowered to freely explore beauty without judgment.
While every culture has its own unique nuances when it comes to beauty, Sephora firmly believes that inclusivity is a global concept. The company is dedicated to fostering inclusivity across all its markets, challenging itself to create a sense of belonging within its vast community. With 180 million members in its loyalty program and partnerships with numerous brands, Sephora has the platform and influence to drive positive change in the beauty industry.
By adopting a new brand signature and launching a powerful campaign, Sephora solidifies its position as a leader in the beauty industry. The company not only sells products, but also promotes diversity, self-expression, and empowerment. Sephora’s commitment to inclusivity sets it apart from its competitors and attracts a loyal customer base who resonate with its values.