Sephora celebrates UK launch with new campaign

Sephora has partnered with design and innovation studio AKQA to launch its new 'Express All of You' campaign, celebrating culture in the UK.

To mark the brand's launch in the UK, the campaign hopes to connect with British audiences by inviting viewers to "unleash their beauty power". The campaign, directed by London-born photographer Felicity Ingram, tells the story of relatable expressions of British beauty through the portraits of five Brits.

The new campaign will be released in the UK on billboards, bus stops, London Underground stations and a select number of black taxis. The company will also launch a 3D animation on the curved screen at London’s Piccadilly Circus.

Sephora will also launch a series of digital activations, including online videos and a social media campaign.

Steve Lesnard, Global Chief Brand Officer at Sephora, said: “We are so excited to be launching in the country with such a campaign and look forward to continue celebrating the UK’s unique tapestry of cultures and identities, while always inspiring Brits to unleash their beauty power."

Ajaz Ahmed, Founder and CEO of AKQA, added: “Energising, fascinating and always inspiring, Sephora is the beauty industry’s leading force. We are privileged and delighted to join Sephora on its launch into the UK with exciting work and experiences that build loyalty and emotional connection. We look forward to the journey ahead, engaging in a stimulating conversation with the Sephora community and audiences we serve.”

The news comes after Sephora announced its return to the UK market, with the opening of a new store in London in Spring 2023 and the launch of its new UK website from 17 October 2022. Further news on the launch is expected later this month.

Whilst exact details of the location have not yet been announced, sources have suggested to TheIndustry.beauty that the retailer was looking to take a unit on the western end of London's Oxford Street, previously occupied by Next.