Sephora Canada launches inclusivity campaign

By

Jennifer Braun

Published
Jun 26, 2019

Sephora Canada is amping up its commitment to diversity and inclusivity with the launch of a new campaign, dubbed 'We Belong To Something Beautiful'.

The campaign, launched on Wednesday, highlights well-known personalities that celebrate the theme of diversity and belonging for all Canadians, ultimately showcasing that there is no singular expression of beauty.

"Inclusion is at the core of our new campaign as we embrace and honor the personal journey of each collaborator" explained Deborah Neff, Sephora Canada's vice president of marketing, in a news statement. 

"It was important for us to bring to the forefront authentic stories that will spark dialogue and open up the definition of beauty for Canadians, because at Sephora, we believe that beauty is living your truth. We hope to inspire and drive change as we look to celebrate our differences that make us so uniquely and unapologetically Canadian."

The campaign will unfold nation-wide this summer and feature eleven Canadian collaborators at the forefront of the campaign. 

It launched with a first group of four collaborators including Toronto-based body positive model and actor Mina Gerges; Vancouver-based Youtube star Julie Vu; Montreal-based artist Tika; and Montreal-based writer and social worker Kai Cheng Thom.

The second set of collaborators and their stories will be unveiled in August 2019, alongside a complementary theme.

The campaign launch comes just a few weeks after the beauty chain closed all of its U.S. stores, distribution centers and corporate offices to conduct diversity training for employees. That move followed a racial incident involving Grammy-nominated singer, Sza, who said she was racially profiled at a Sephora store in Calabasas, California, earlier this year.

The 'We Belong To Something Beautiful' campaign, created in partnership with Toronto-based advertising agency Virtue Worldwide, kicked off with an anthem video. Chapter videos and campaign assets will be featured on billboards, transit stations, cinema and shelters, social media and experiential channels across urban centers throughout the summer. 

Likewise, for the first time ever, the campaign will be featured on TV.