Sephora begins new campaign
By Rob Bale
Beauty products company Sephora Canada has begun a new campaign as part of its ongoing “We Belong to Something Beautiful” initiative. According to the firm, the campaign is intended to “reflect the way people are engaging with beauty in their modern day lives.” It consists of three videos depicting “individuals who subvert traditional beauty expectations,” including a young woman, a male athlete and an older woman. The video executions are accompanied by social media advertising. It will run until March 9. The campaign was developed by Zulu Alpha Kilo, with media work by Zenith and public relations from Middle Child.
“What we heard from Canadian consumers is that belonging in beauty goes beyond celebrating our differences,” said Allison Litzinger, senior vice-president of marketing at Sephora Canada. “It’s rooted in being true to who you are, unapologetically. We wanted to reflect this in our latest campaign with intentional stories that show how beauty can empower you to be true to yourself and that break the mold of how we see beauty today. This campaign reaffirms Sephora’s commitment to inspiring inclusive beauty that welcomes all.”