Sephora launches 'powerful' campaign to mark retailer's UK return

By

Nigel TAYLOR

Published
Oct 17, 2022

Sephora is back in the UK as of now and the prestige beauty retailer is marking its online with a promotional campaign return by celebrating the country’s “living tapestry of cultures and identities”.

To mark the relaunch, Sephora has joined forces with design and innovation studio AKQA to create “a new, powerful campaign”, launching Tuesday (18 October),

‘Express All of You’ sets out to “authentically connect with the hearts and minds of British audiences by inviting viewers to unleash their beauty power… Rebellious by nature, [Britons] follow no ‘one size fits all’ model when it comes to identity”.

The campaign, directed by London-born photographer Felicity Ingram, tells the story of relatable expressions of British beauty through the portraits of five "joyful" Britons. 

Express All of You will be released in the UK on billboards, bus stops, underground stations, as well as wrapped around a select number of London black taxis. 

The campaign also brings the theme to life through a 3D animation on the curve screen on London’s world-famous Piccadilly Circus from Monday. In addition, Sephora will also launch a strong digital plan, including online video and social media with a TikTok activation.

The LVMH-owned beauty retailer makes its initial UK return via the evolution of feelunique.com, the beauty retailer that it acquired last year, being rebranded as sephora.co.uk.

The new Sephora-branded website/app is “fully immersive” and will act as an “inspiring gateway” to discover a massive selection of products covering all of the key beauty categories along with wellness.

It will also open a London store next year. Sephora had previously operated one physical store at the Bluewater mall in Kent but it closed in 2005. That meant Britain was one of the few key markets that it was absent from.