sephora collection #holysheetmask challenge

For Sephora Collection’s fall 2018 influencer mailer, the key product being activated in their kits was $6 sheet masks—a relatively unsexy product. My cross-functional marketing partners asked for a creative way to get Troop SC interested in the products and willing to post about them on their social channels. Given that sheet masks are not the typical Gen-Z influencer look, I created a concept—and subsequent challenge—that leaned into the humor of having a ghost-like mask hanging from your face.

The challenge detailed below was sent to Troop SC along with a kit of sheet masks. They quickly adopted it and rallied their audiences to get involved also. To this day it is one of Sephora Collection’s most successful marketing campaigns.

The Concept

You know those days when your skin feels like a desert? (So thirsty.) Or when a random skin bummer pops up out of nowhere? (Ugh.) Or when you spend too much time in the sun and feel a little *crispy*? (Been there.)

We’ve got a mask for dealing with all of those less-than-great skin situations, fast. Our sheet masks deliver whoa-that-really-worked results that make your skin more clear, glowy, and hydrated after one application. In our opinion, every day is mask day, so let’s get to it.

The Challenge

Take a note from Katy Perry and Cher and make your masking game public. We double dare you to mask outside the walls of your bathroom—like, while walking your dog, grabbing ice cream from the market, or roasting marshmallows—and make it known that you’ll mask anywhere, anytime, because skincare is a 24/7 lifestyle you can’t just put on pause.

• Pick your favorite SC Face Mask

• Post a pic of yourself masking out in the world with #HolySheetMask and @SC

• Tag a friend in your caption to challenge them to post a mask-anywhere-and-everywhere selfie

• The most LOL pics will be featured in our feed and stories