The cosmetic retailer is living up to its mission of showing diversity in beauty by using its own employees as models

Sick of seeing stick-thin, fair-skinned women in every make-up ad? So was cosmetic retailer Sephora, so it switched things up by using its own store employees as models in its latest holiday campaign, launching on November 2.

“Reach Out and Gift” is the theme, and the company hopes that by showing a variety of models, people will find it easier to find gifts that will flatter their friend’s features. 10 employees from across the U.S. were chosen to participate in this new campaign. Deborah Yeh, the senior vice president of marketing and brand at Sephora, tells Racked that the idea behind the campaign is to put the company’s money where its mouth is:

“We’ve been having the conversation about unique perspectives in beauty and celebrating diversity in our marketing for a number of years. But this is our first opportunity to really show it in such a demonstrative way, by elevating real people from the real Sephora beauty community.”

Sephora

Sick of seeing stick-thin, fair-skinned women in every make-up ad? So was cosmetic retailer Sephora, so it switched things up by using its own store employees as models in its latest holiday campaign, launching on November 2.

“Reach Out and Gift” is the theme, and the company hopes that by showing a variety of models, people will find it easier to find gifts that will flatter their friend’s features. 10 employees from across the U.S. were chosen to participate in this new campaign. Deborah Yeh, the senior vice president of marketing and brand at Sephora, tells Racked that the idea behind the campaign is to put the company’s money where its mouth is: