Sephora has adopted a single brand signature across all 35 worldwide markets – “We belong to something beautiful.” This reinforces Sephora’s goals to inspire inclusivity in all forms of beauty through free exploration, self-confidence and positive interactions. 
 
The “We Belong to Something Beautiful” signature initially launched in North America in 2019, since then it has inspired action and led to more product assortment and a different store experience. 
 
Sephora president and CEO, Guillaume Motte commented, “This brand signature has been a key pillar of Sephora's positioning in North America and played an integral role in redefining prestige beauty in this region. By adopting it worldwide, we are reasserting our unique vision of beauty – one that transcends borders and barriers and draws on our strength in creating a welcoming community.”
 
This signature will launch in Europe, the Middle East and Asia in a new immersive campaign produced with the BETC agency. 
 
The campaign aims to redefine the role of the mirror as an ally that celebrates all beauty. Rare Beauty and its founder Selena Gomez joins the campaign. 
 
Sephora presents a series of life snippets where people come together in front of a mirror, connecting through beauty. Director Stefanie Soho and photographer Liz Collins directed the campaign. 
 
"By aligning our brand signature worldwide, we demonstrate our dedication to our entire community and continue to confidently embody these values of inclusivity,” said Alia Gogi, president of Asia at Sephora. 
 
The campaign will be displayed across Sephora’s sales and marketing channels as well as in stores across Asia. 
 

 

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