Sephoria: house of beauty
In 2018, I helped launch Sephora’s annual experiential beauty event, SEPHORiA: House of Beauty. I served as the lead editorial writer and content strategist working on everything from the build out of the event to the launch of the microsite and app. And merchandise, invites, billboards, and more.
I created and upheld our editorial style guidelines while working with cross-functional directors and agency partners. There was not a single editorial asset produced for SEPHORiA: House of Beauty I was not involved in—which made it quite a busy year and one of my proudest professional accomplishments.
Sephoria 2018 concept graph
an internal manifesto for the launch of sephoria
Unlock the door and enter a place where every room reveals a new beauty experience. At once it feels like home and like no place you’ve ever been before. This is no ordinary house—this SEPHORiA: House of Beauty.
At SEPHORiA: House of Beauty, glitter lines the hallways and skincare surprises are tucked in every drawer. Walk through a garden blooming with fragrances both little-know and iconic. In the Beauty Kitchen, one-of-a-kin palettes are assembled and custom foundations are blended. Brand founders and influencers gather in the Living Room, waiting to share their secrets, tips, and tricks.
Here are SEPHORiA: House of Beauty, you can live out any beauty dream, learn any beauty skill, and discover new beauty inspiration behind every door. Everyone is the creator of their own adventure and everyone is the star of their own beauty journey.
Come see what’s inside.
Marketing materials
We created marketing materials to reach our target customer at a multitude of touchpoints—from site banners and dedicated emails to app notifications and store signs. I lead editorial copy for all assets which totaled over a hundred pieces of content not including our social channels. Click in for the nitty gritty details!
Live event social coverage
I attended the launch of SEPHORiA: House of Beauty in Los Angeles to direct storytelling, capture content, and write editorial copy for our social channels, including: IG Stories, IGTV, IG in-feed posts, YouTube, Twitter, and Facebook.
Fact ✅#SEPHORiA is even better with friends 😎
Call your girl gang 📱👯 There are #SEPHORiA jackets to customize.
Post-event social Coverage
To continue the conversation around SEPHORiA after the event ended, we pulsed out words-based Instagram posts with quotes from various founders’ SEPHORiA masterclasses.
Our lashes will go ahead and thank @zannarassi now 👏🏽👏🏿👏🏻 #ZannaQuickTricks #SEPHORiA
#SEPHORiA wisdom: Take it from a woman with A TON of cool friends—@JenAtkinHair