In Brief

Over two days this fall, SEPHORiA will invite guests to explore interactive rooms and beauty activities

Beauty retailer Sephora will celebrate its 20th anniversary this fall by hosting SEPHORiA, a two-day immersive beauty experience. The event will be held at The Majestic Downtown in Los Angeles from October 20 to 21 with a “House of Beauty” theme. Guests will enter different rooms through physical doors to find popular beauty brands, industry influencers and interactive activities that include testing out new beauty trends and techniques.

“At the heart of it, SEPHORiA sets out to celebrate the often indescribable euphoria you get from playing in the vast world of beauty—from discovering game-changing products or trying out a new look to engaging with digital technology that takes personalization to a whole new level,” Sephora’s SVP of marketing and brand Deborah Yeh said in a statement. “We’ve drawn from our deep understanding of the kinds of physical and digital beauty experiences clients love from Sephora, and set out to create the ultimate event that fuses fun, education and inspiration, and gives our community a place where they can live out all of their beauty fantasies.”

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The celebration kicks off in June with a marketing campaign on social media and in stores to generate plenty of buzz. Tickets will go on sale starting July 21.

SEPHORiA


Lead Image: Sephora branding stock photo from Faiz Zaki/Shutterstock

Beauty retailer Sephora will celebrate its 20th anniversary this fall by hosting SEPHORiA, a two-day immersive beauty experience. The event will be held at The Majestic Downtown in Los Angeles from October 20 to 21 with a “House of Beauty” theme. Guests will enter different rooms through physical doors to find popular beauty brands, industry influencers and interactive activities that include testing out new beauty trends and techniques.

“At the heart of it, SEPHORiA sets out to celebrate the often indescribable euphoria you get from playing in the vast world of beauty—from discovering game-changing products or trying out a new look to engaging with digital technology that takes personalization to a whole new level,” Sephora’s SVP of marketing and brand Deborah Yeh said in a statement. “We’ve drawn from our deep understanding of the kinds of physical and digital beauty experiences clients love from Sephora, and set out to create the ultimate event that fuses fun, education and inspiration, and gives our community a place where they can live out all of their beauty fantasies.”