Everyone’s absolute favorite place to get makeup is stepping their game up this year with a dope and diverse holiday campaign.
I’ve noticed that Sephora has been improving its store imagery over the last few years to be more inclusive. They recently changed their tagline from “The Beauty Authority” to “Let’s Beauty Together.”
Its last several campaigns have featured models of different ethnicities, skintones, and ages, but this latest campaign literally had me shook. Sephora ditched the professional models and hired 10 of its employees from the US and Canada to be the face of the holiday campaign this year.
According to an InStyle article, over 10,000 employees applied to be in the campaign, and the 10 who made the final cut were chosen based on their submission of how they define what unique beauty means to them.
The campaign is meant to focus on the personal aspect of beauty, rather than sell whatever the latest glittery holiday offering is.
I don’t know about you, but representation is what I like to see when I’m spending money anywhere. When even the Sephoras of the world realize that we want to see images of people like ourselves in ads and that individuality is aspirational, that’s no small thing.