As Its First Beauty Convention, Sephora Hosted A Two-Day House Party

As Its First Beauty Convention, Sephora Hosted A Two-Day House Party
Beauty

Comprising three floors, 50 brands and myriad instagrammable moments, the festival-style Sephoria event offered beauty fans unique experiential shopping opportunities and activations

Rachel Gonzalez
  • 24 october 2018

Events continue to be a popular means for major brands to drive engagement among fans and create social buzz. Sephora, one of the world’s go-to beauty retailers, made a jump into the festival circuit this past weekend with its Sephoria: House of Beauty, a two-day event in Los Angeles that featured master classes, customized palettes and celebrity endorsers around every corner.

The festival was a broken up into day and evening sessions as well as into a tiered system for ticketing, ranging from $99 to $499. Living up to its name, the event was divided into a three-story Instagrammable house. Food-inspired products from brands including Becca, Glow Recipe and Huda Beauty were featured in the kitchen setting, while skincare brands like Biossance were in the “suds” room.

Fifty brands were featured throughout, with unique installations related to that brand’s identity or products. Guests had the opportunity to walk away with limited-edition or custom products from brands like Bite Beauty, Urban Decay, Yves Saint Laurent and the Sephora Collection.

This festival aimed to provide attendees with an interactive and entertaining Sephora shopping experience, while also generating the retailer a lot of buzz on social media. The event also served as a means of data collection: all guests sported RFID tags to track their movements, giving Sephora insight into what was most trafficked and why.

Sephora


Lead image: Sephora via Instagram

Events continue to be a popular means for major brands to drive engagement among fans and create social buzz. Sephora, one of the world’s go-to beauty retailers, made a jump into the festival circuit this past weekend with its Sephoria: House of Beauty, a two-day event in Los Angeles that featured master classes, customized palettes and celebrity endorsers around every corner.

+beauty
+brand activation & immersion
+cosmetics
+data
+Events
+Festival
+merchandising & curation
+retail
+RFID
+sephora
+Shopper education & assistance
+shopper marketing & promotions
+Skincare
+Social Media

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