SEPHORIA: HOUSE OF BEAUTY
In 2019, Sephora brought back their experiential beauty event, SEPHORiA, for a second year. I served as the lead editorial writer and content strategist for the event again, and managed a team of copywriters brought in to support the project. For this year’s event, I was tasked with infusing our company manifesto into the event through storytelling, marketing materials, and activations. Below is the concept graph I wrote to guide this initiative and a sampling of the work my team and I created to bring the event to life.
EDITORIAL POSITIONING
an internal manifesto for guiding sephoria 2019
It’s 2019, so you can do just about anything online—research the latest J-Beauty trends, find your soulmate, mine for digital money. But in an era where we spend so much time behind a screen, don’t you just crave real-life interaction with a community that really gets you? When we’re swiping to make a connection, finding a sense of belonging can feel next to impossible.
But at SEPHORiA: House of Beauty, there are infinite opportunities to connect, discover, explore, and celebrate with people just like you: beauty people. Here, you can befriend a stranger; try something new without judgment; actually dance like nobody’s watching; and be uniquely, unapologetically you.
No matter your shape, color, status, or identity, you belong here—because beauty belongs to everyone.
on-site assets
SEPHORiA 2019 Map
Working closely with our design partners, my team created an on-site map equipped with a SEPHORiA checklist to encourage clients to interact with every activation at the event.
Live event social coverage
I attended SEPHORiA 2019 and spent the weekend directing storytelling, ensuring all brand contracts were fulfilled, and writing editorial copy for Instagram Stories, Instagram in-feed posts, YouTube, Twitter, and Facebook. We created more than 500 pieces of content over the course of three days spanning the VIP party and four event sessions.
#SEPHORiA, the place where you can take selfies with your idols 📸 🙋🏽♀️ @patricktabeauty
Celebrating beauty the best way we know how—with everyone we love 🥰 #SEPHORiA #SephoraSquad
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.
Note to self: Triple the amount of time spent washing your face. Follow the link in bio for the full masterclass from @glowrecipe🚰🧼 #SEPHORiA
@vickytsai says skincare is self-care, and we’re here for it 👏🏿👏🏻 👏🏽 @tatcha