Sephora Brand Campaign

2019 ushered in a new era for Sephora, with the desire for a new look, new tagline, and a renewed commitment to meaningful inclusivity. But most importantly, the desire to partake in an important cultural conversation that would ring true to the brand.

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As a retailer known for championing beauty brands on a global scale, Sephora had never focused on its own brand message. And while the company had long championed diversity internally and with programs like its ‘Classes for Confidence’ (makeup lessons in-store for non-gender-conforming individuals transitioning), it had never shared these values in a consumer-facing way. But now was the time to take part in the cultural conversation, and lead the way.

53% of 13-20-year-old Americans know someone using a gender-neutral pronoun.

1/3 of Gen Z identifies as somewhere on the LGBTQ spectrum.

78% of 13-20 Americans agree gender doesn’t define a person as much as it used to.

To emphasize Sephora’s deep commitment to the needs of its diverse customers and employees, Wednesday developed a powerful brand platform, “We Belong to Something Beautiful”.

This all-encompassing platform subsequently acted as the springboard for it’s far-reaching campaign, celebrating the trans and gender non-conforming community—and their use of makeup as a tool of self-discovery, used for experimenting with their gender-identity.