Sephora to Launch a Global First Across Its 35 Markets Worldwide Starting 5 March

Starting 5 March, Sephora will introduce for the first time a single brand positioning and accompanying message across all 35 markets worldwide: "We belong to something beautiful". Sephora, which celebrates beauty in all its forms with an inclusive vision, inspires the beauty community and aims to provide spaces where they can freely discover and express themselves without judgment, strengthening their confidence. The brand is once again underscoring its role. Guillaume Motte, Sephora Global President and CEO: "As a world leader, Sephora has been a brand that shapes the prestige beauty sector and constantly rewrites the rules of beauty. This brand message was the most important element of Sephora's positioning in North America and helped redefine prestige beauty in the region. By adopting this message globally, we emphasize our unique beauty vision but also our belonging to an unlimited and barrier-free inclusive community. We want to inspire our loyalty program's 180 million members worldwide, hundreds of brand partners and 50,000 employees – in short, the millions of beauty enthusiasts who make up our community," she said. Deborah Yeh, Sephora Global CMO, added: "First launched in North America in 2019, 'We Belong To Something Beautiful' became much more than a brand message. It has inspired many actions, from transforming our store experience to expanding our product range. While every culture has its own nuances, we believe inclusivity is a universal concept. Now we are challenging ourselves to realize this goal worldwide." This positioning, which reflects the values Sephora supports and champions, is now coming to life in Europe, the Middle East and Asia with an impactful campaign created with BETC agency, redefining the mirror's role in the creative idea as a friend, an ally. The mirror, typically seen as an object of judgment, transforms in this campaign into a positive beauty witness that celebrates all kinds of beauty. Sephora brought this campaign to life with a team of female creatives: excerpts from a film directed by Stefanie Soho, which shows how every mirror can become a friend, and campaign footage by photographer Liz Collins that captures more diverse and sometimes more special moments in life, presenting excerpts from the lives of characters brought together by beauty. Sylvie Moreau, Sephora EME President, said: "With this campaign, we wanted to emphasize a fundamental principle for Sephora: Beauty multiplies with diversity and confidence. What matters is a person's confidence in themselves and their connections with those around them. As a leader, we have the responsibility and privilege of carrying this message to as wide an audience as possible." Florence Bellisson, Head of Creativity at BETC Etoile Rouge, said: "Mirror use has two meanings for us: we wanted to show the mirror's positive role, free from imposed beauty standards and prejudices. The mirror is also a metaphor for Sephora stores: a place that embraces and includes everyone." The campaign will be launched in 400 Sephora stores across Europe. Rare Beauty founder Selena Gomez, who supports strong concepts such as mental health, inclusivity and confidence, is also featured in the campaign.