Earlier this year Australia was gifted a first-of-its-kind beauty festival in the form of Mecca's MECCALAND. Now, Sephora in the US is taking its turn.
As the major retailer celebrates its 20th anniversary in the US this year, it is marking the occasion by opening the doors to SEPHORiA – a highly-immersive two-day beauty event in Downtown LA; fusing high-touch physical and digital experiences with the brands that call Sephora home.
This year’s theme, House of Beauty, will invite guests to literally unlock a new beauty experience behind every door as SEPHORiA plans to offer guests limitless opportunities to learn, get inspired and play in the world of Sephora. This also includes masterclasses with brand founders (like Dr. Murad and Charlotte Tilbury) and an Instagram-friendly cafe serving ingestible beauty.
Taking the theme literally, SEPHORiA's interactive rooms will immerse beauty lovers – including thousands of new and existing clients, Sephora beauty advisors, media and influencers – in highly experiential and customised activities featuring more than 50 of Sephora’s most-loved prestige beauty brands.
In a statement, Sephora SVO of marketing and brand Debora Yeh said: “At the heart of it, SEPHORiA sets out to celebrate the often indescribable euphoria you get from playing in the vast world of beauty – from discovering game-changing products or trying out a new look to engaging with digital technology that takes personalisation to a whole new level.
“We’ve drawn from our deep understanding of the kinds of physical and digital beauty experiences clients love from Sephora, and set out to create the ultimate event that fuses fun, education and inspiration, and gives our community a place where they can live out all of their beauty fantasies."
