The Brief
In early 2022, with customers fully adjusted to life online, Sephora needed to reignite excitement around the in-store experience. The challenge was to remind customers of the power of real-life beauty services, from expert advice to personalised touchpoints and drive foot traffic back into stores through an inclusive, confidence-boosting campaign.

The Idea
It Starts At Sephora campaign designed to showcase the energy, fun, and individuality of Sephora’s in-store services from makeup and skincare to brows and beyond. This wasn’t just about promoting services; it was about creating an experience where customers could express themselves, feel empowered, and walk out as their boldest selves.

We featured talent across all ages, genders, and skin tones in expressive, high-energy stills and motion. Visually, the campaign combined Sephora’s iconic black-and-white branding with bold colour, styling, and confident body language for a fresh, fashion-forward visual identity.

The campaign’s success has been proven by its continued rollout with creative still live in-store and online through 2025.