How do you show customers that Sephora is the only retailer that cares about your face as much as you do? You match their skincare obsession.
In an integrated campaign focused on positioning Sephora as the go-to skincare destination, we set out to prove one thing - Sephora gets skincare lovers. The campaign was rooted in a deep understanding of skincare lovers, from their routines to their worries and late night searches. Consumer insights, social listening and direct conversations with skincare users, informed our creative direction for the campaign. Our goal was to reflect genuine, everyday challenges – like the pressure of multi-step routines and the overwhelming amount of skincare advice online, and offer up Sephora as the trusted partner that helps navigate those. Because while you’re thinking about your skin, at Sephora, we’re thinking about what it needs.
On social, we dove deeper into the skincare obsessions uncovered through social listening and consumer research to show that when it comes to skincare, no one matches the obsessive energy like Sephora. Tapping our in-house content creators, we produced a social shoot to create native content for paid and organic social to complete to stretch the integred campaign across channels. One video showed different Sephora skincare “personalities” based off of people's airport bin aesthetics. The next one that relatable moment when you decide to sneak in your skincare in your partner's luggage to fit it all. And another spoke to all the skincare lowers who consider doing their skincare their favorite form of "clubbing" at night.
Paid & Organic Social
Results
The social content not resonated in paid, but the relatable videos gained a combined 35.2M views on Instagram alone. And another 23.6M on TikTok.
"The Hunt" :30
"Security" :30
TBWA\Chiat\Day
Role: Creative Director (organic social) & Head of Social (campaign)
Executive Creative Director: Kirsten Rutherford
Creative Directors: Lindsei Barros, Maud Deitch
Art Director: Piper Alkonis
Copywriter: Evelyn Harper
Content Creators: Irina Kirvesmaki, Tarahgee Morris, Bela Bhushan
Executive Creative Director: Kirsten Rutherford
Creative Directors: Lindsei Barros, Maud Deitch
Art Director: Piper Alkonis
Copywriter: Evelyn Harper
Content Creators: Irina Kirvesmaki, Tarahgee Morris, Bela Bhushan
Production
Director: Taika Waititi
Production: Hungryman
Production: Hungryman
Social Production: TBWA\Chiat\Day LA / Omnicom Production
