In order to reaffirm its position as an industry leader, SEPHORA launched its new brand positioning through a strong signature which gives a new definition of beauty: THE UNLIMITED POWER OF BEAUTY. More than a signature, SEPHORA believes beauty is a playground where everyone has the power and the right to experiment and create their own definition. It is limitless and gives us the power to make a statement and to love ourselves. Beauty is not a standard, a size or a filter, but a tool of power and confidence.

The film, directed by Jonas Lindstroem, tells the story of a women’s relationship with her reflection throughout her life, giving voice to moments of doubt as well as strength. The intimacy and emotion in each exploration of beauty portrays them as personal evolution and growth at each stage of life. The cover of Kelsey Lu's iconic title "I'm not In Love" was chosen for its emotional power that resonates in everyone. In order to illustrate the range of beauty, UK photographer Nadine Liewere captured prints that represent SEPHORA’s different departments: perfume, make-up, skincare. Each of these 12 prints tells the story of the richness of beauty, regardless of age, gender, physique or style.

The campaign was also released digitally thanks to Unlimited Stories, and as an Instagram filter, inviting each of us sharing our power of beauty — fashion models, influencers, clients, advisers, Sephora employees, etc. It was already released via a POS activation that invited the Sephora community to share their most beautiful selfie in message mirrors on their social networks. The initiative was accompanied by partnerships with 5 icons of beauty such as Rihanna, Charlotte Tilbury, Anastasia Soare (ABH), Huda Katten and Maureen Kelly (TARTE).

The campaign was released in 17 countries (France, Spain, Portugal, Italy, Switzerland, Germany, Greece, Poland, Denmark, Sweden, Russia, Czechia, Turkey, Middle East, Romania, Serbia, Bulgaria). It was released on TV/cinema, digital, social media, press, OOH, and DOOH, as well as sale points in Europe and the Middle East.

- 130 million impressions on Instagram

- 73% think the brand is closer to them

- 75% want to visit and/or shop at Sephora after seeing the campaign