The American brand tagline "We belong to something beautiful" from Sephora has been expanded to all regions of the world, positioning Sephora as the destination for all forms of beauty, thereby expanding its market by inviting all kinds of people to wear more makeup. This move aims to loudly proclaim that entering Sephora means becoming part of an open, inclusive, joyful, and inspiring community, where everyone can feel good, explore, and express themselves freely.
Check out the "diamond" and "pearl" makeup artists checking each other out. I kind of hope that was a Prince reference.
To communicate in Europe, China, and the Middle East, BETC has created a new brand campaign featuring a symbol of the beauty category to redefine it: the mirror. The goal is to transform the mirror, often seen as a judge of our flaws, into an ally, a supportive and positive witness to moments of collective celebration of all kinds of beauty.
The film features various communities taking turns in front of a single, unique mirror: the mirror of a theater, which can host an evening event, a conference, a concert, a ballet... and witness different life moments, different stories that narrate the many facets of beauty.
The film is produced by Frenzy, with Stefanie Soho directing, Rina Yang assisting as Director of Photography, and Elsa Rakotoson in charge of production. Liz Collins is the photographer who captured the visuals, immersing us further into the intimacy of our protagonists.
Selena Gomez, who shares the values of inclusivity and openness with Rare Beauty and is also part of the wider Sephora community, joins the campaign with a dedicated visual.
Deborah Yeh, Global Chief Marketing Officer at Sephora, adds, "Initially launched in North America in 2019, We Belong to Something Beautiful has become more than a brand signature. It has inspired action, from evolving our store experience to expanding our product assortment. While every culture has unique nuances, we believe inclusion is a global human concept. We now challenge ourselves to commit to this ambition worldwide."
For Rémi Babinet, Founder and President of BETC, "This unified statement across several regions of the world presents an opportunity for Sephora to reaffirm its position as a category leader by once again pushing the boundaries that still exist in the world of beauty."
Florence Bellisson, President in charge of creation at BETC Etoile Rouge, said, "The use of the mirror holds a dual meaning for us: we wanted to restore its positive role, far from preconceptions and beauty dictates. But it is also the metaphorical embodiment of Sephora stores: an inclusive and welcoming place for everyone."
Campaign: We Belong To Something Beautiful
Brand: Sephora
Brand Managers: Deborah Yeh, Alice Lavaud, Benedicte Sugauste, Elodie Barbe, Joanna Rabar, Tiphaine Goubain, Sandra Samarakody, Oceane Scarfo
Ad Agencies: BETC Etoile Rouge, BETC Fullsix
Agency Managers: Olivier Vigneaux, Mathieu Roux, Emilie Grimaldi, Alicia Airaudi, Lea Richard
Chief Creative Officer: Remi Babinet
Executive Creative Director: Florence Bellisson
Creative Director: Marie Roquelaure
Art Director: Pascal Moncapjuzan
Copywriter: Adrian Skenderovic
Assistant Art Director: Xi Wang
Music Creative Director: Adam Ghoubali
Strategic Planners: Arnaud Giscard d'Estaing, Alice Ouary
Creative Resources Coordinator: Anne Guillaume
Head of Art Buying: Isabelle Mocq
TV Producer: Muriel Allegrini
Production Company: Frenzy
Director: Stefanie Soho
Photographer: Liz Collins
Sound Company: GUM
1st Air Date: 7th February 2024
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