Title	THE UNLIMITED POWER OF BEAUTY
Brand	SEPHORA
Product/Service	SEPHORA
Entrant	BETC Paris, FRANCE
Idea Creation	BETC Paris, FRANCE
Production	ICONOCLAST Paris, FRANCE
Production 2	ICONOCLAST PUBLISHING Paris, FRANCE
Production 3	GENERAL POP Pantin, FRANCE

Name	Company	Position
Rémi Babinet	BETC	Chief Creative Director
Florence Bellisson	BETC Etoile Rouge	Executive Creative Director
Yuki Kani	BETC Etoile Rouge	Creative Director
Peggy Baunay	BETC Etoile Rouge	Associate Creative Director
Manon Damelincourt	BETC Etoile Rouge	Art Director
Xander Smith	BETC Etoile Rouge	Copywriter
Christophe Caurret	General Pop	Director of Music Creation
Jean-Patrick Spitz	BETC	Strategic Planning
Donya Bouzarjomehri	BETC	Strategic Planning
Letizia Felici	BETC	Traffic Manager
Elodie Frevillez Wattinne	BETC	TV Producer
Charlotte Marmion	Iconoclast	Producer
Jonas Lindstroem	NA	Director
Jonathan Baudet Botella	BETC	Art Directoe
Joachim Touitou	BETC	Assistant Art Director
Clara Lafuente	BETC	Copywriter
Nadine Ijewere	NA	Photographer
Elodie Frevillez Wattinne	BETC	Art Buyer

Why is this work relevant for Integrated?

Beauty is changing. It is no longer just on catwalks or in magazines but in our friends’ selfies or the latest uploads from influencers. Our smartphone screen has become our bathroom mirror. It was therefore crucial for SEPHORA to make its voice be heard and to reaffirm its leading position in this competitive market by giving its own vision of beauty: The Unlimited Power of Beauty. The campaign started with a three-minute film, followed by a massive outdoor campaign across 11 markets, point of sale and display supported by a digital platform and "Unlimited Stories" on social media.

Background

In order to reaffirm its position as an industry leader, SEPHORA launched its new brand positioning through a strong signature which gives a new definition of beauty: THE UNLIMITED POWER OF BEAUTY. More than a signature, SEPHORA believes beauty is a playground where everyone has the power and the right to experiment and create their own definition. It is limitless and gives us the power to make a statement and to love ourselves. Beauty is not a standard, a size or a filter, but a tool of power and confidence.

Describe the creative idea

The film, directed by Jonas Lindstroem, tells the story of a women’s relationship with her reflection throughout her life, giving voice to moments of doubt as well as strength. The intimacy and emotion in each exploration of beauty portrays them as personal evolution and growth at each stage of life. The cover of Kelsey Lu's iconic title "I'm not In Love" was chosen for its emotional power that resonates in everyone. In order to illustrate the range of beauty, UK photographer Nadine Liewere captured prints that represent SEPHORA’s different departments: perfume, make-up, skincare. Each of these 12 prints tells the story of the richness of beauty, regardless of age, gender, physique or style.

Describe the strategy

The campaign was also released digitally thanks to Unlimited Stories, and as an Instagram filter, inviting each of us sharing our power of beauty — fashion models, influencers, clients, advisers, Sephora employees, etc. It was already released via a POS activation that invited the Sephora community to share their most beautiful selfie in message mirrors on their social networks. The initiative was accompanied by partnerships with 5 icons of beauty such as Rihanna, Charlotte Tilbury, Anastasia Soare (ABH), Huda Katten and Maureen Kelly (TARTE).

Describe the execution

The campaign was released in 17 countries (France, Spain, Portugal, Italy, Switzerland, Germany, Greece, Poland, Denmark, Sweden, Russia, Czechia, Turkey, Middle East, Romania, Serbia, Bulgaria). It was released on TV/cinema, digital, social media, press, OOH, and DOOH, as well as sale points in Europe and the Middle East.

List the results

- 130 million impressions on Instagram - 73% think the brand is closer to them - 75% want to visit and/or shop at Sephora after watching the film