SEPHORiA is Sephora's largest annual beauty event. It is a place to bring beauty lovers together to enjoy an incredible experience including meeting prominent beauty creators, taking photos, and trying new products. For Sephora, this is an opportunity to promote products and the brand within the community.
As a BrandX participant, I worked for Sephora to design an experiential design and marketing proposal. Through the challenge, I designed a campaign, space, and event experience centered around the theme of inclusivity for the annual SEPHORiA event.
The SEPHORiA event is based on three main approaches:
• Physical Experience: The distinct design and themes of each room provide opportunities to educate, unite, and inspire beauty lovers. This includes the design of the activation space and physical products.
• Digital Experience: Technology will be utilized to instill a sense of curiosity in the future of beauty that SEPHORiA is at the forefront of. This includes the web and mobile app designs.
• Social Media Experience: Social media provides beauty lovers with a platform to build interactive communities outside of the activation space. This includes branding, marketing strategy, research and graphic design outlined in the presentation.
The project challenged me beyond my wildest expectations. I became the project owner, marketer, writer, and designer. I even learned software including SketchUp and Autodesk to design the event space. To make design and marketing decisions, I had to understand the needs of customers and clients. These learnings will be invaluable when I work on future projects requiring new tools to design.
On a personal note, this project was a positive distraction during the pandemic. I felt reassured when creating a space and experience to uplift the community.
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