Sephora breaks Belong to Something Beautiful campaign
Cosmetics company Sephora Canada of Toronto has begun a new brand campaign called “Belong to Something Beautiful.” According to the company, the campaign is intended to promote the company as a “champion of diversity and inclusion within the beauty community.” The national campaign will run through the summer and will feature the participation of 11 personalities located in Montreal, Toronto and Vancouver and their personal stories. The campaign includes online videos, television commercials, cinema ads, out-of-home ads and social media content. It was developed by Virtue Worldwide of Toronto.
“Inclusion is at the core of our new campaign as we embrace and honour the personal journey of each collaborator,” said Deborah Neff, vice-president of marketing at Sephora Canada. “It was important for us to bring to the forefront authentic stories that will spark dialogue and open up the definition of beauty for Canadians, because at Sephora we believe that beauty is living your truth. We hope to inspire and drive change as we look to celebrate our differences that make us so uniquely and unapologetically Canadian.”