Our objective: turn Sephora, a retailer, which showcases lots of beauty brands, each communicating in-store with its campaign claiming its own vision of beauty, into an international beauty love brand.

To achieve this, three challenges:

- Describe what is so unique about the brand experience, what it could specifically offer to women. We didn’t want Sephora to express another vision of beauty, fighting with the brands it hosts.

- Express it in a language, which would be understood by women all over the world.

- Find codes that would have a big impact and that could become our own.

Our starting point: women. All speaking of a pulsating in-store experience, a unique playground where you feel free to touch, enjoy, dare, and always discover something new.

All captured in our new claim: “Sephora.Where beauty beats.”

Our design had to convey this: appeal to senses and emotions rather than intelligence.

Far away from standardized images used by beauty brands we pictured close-ups of empowered women, playing with their beauty, assuming who they are. Women duplicated infinitely to bring “beat” into life, make viewers feel it.

We also created an exclusive typography, inspired by stores’ identity and the logo.

As the campaign is recent, we don’t have a lot of results yet. In United Arab Emirates and in the Kingdom of Saudi Arabia where the campaign was first launched the spontaneous awareness increased dramatically: +33 points in UAE and +11 points in KSA.