Sephora

SEPHORiA Virtual

2023

We transformed Sephora’s biggest beauty event of the year — SEPHORiA: House of Beauty — into a hybrid experience for the first time ever for a global community of beauty lovers. Creatively, we evolved the “House of Beauty” signature to capture the essence of NYC apartment — with themed rooms housing over 50 unique brand partners, exclusive content and a variety of interactive moments.
 
We designed a fully-explorable virtual 3D world complete with customizable avatars, brand content, multiplayer mini games and a one-of-a-kind NFT that granted an exclusive reward. The entire experience was gamified to increase audience engagement and connected with Sephora’s existing loyalty program. Users collected hidden lipsticks by exploring and interacting with content (captioned in six languages), which earned them Sephora Beauty Insider perks. 

Awards

2024 BizBash Event Experience Awards - Best Beauty Brand Activation

2024 BizBash Event Experience Awards - Best Millennial / Gen Z Event

2024 BizBash Event Experience Awards - Best Virtual Brand Activation

2024 Digiday Content Marketing Awards - Finalist - Best Multi-Channel Strategy

2024 Digiday Content Marketing Awards - Finalist - Best Branded Content Site - B2C

2024 Ex Awards - Silver - Best Use of Event Technology

2024 Shorty Awards - Finalist - Metaverse: Immersive

2024 Shorty Awards - Gold - Strategy & Engagement: Event & Experiential

2024 The Drum Awards - Gold - Experiential: Hybrid Event

Editorial

BizBash - Why Sephora Went Hybrid With Its Big Beauty Event

Event Marketer - A New Era of Beauty Events is Being Defined by Fans, Not Brands