In November 2024, Sephora Canada launched Shimmer Studio by Sephora, a pop-up experience designed for concert attendees coinciding with Taylor Swift's concert dates in Toronto.
Photo: Courtesy of Sephora Canada
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What to Know
The beauty retailer continues to expand upon its consumer-facing events and activations, including its tentpole franchise, SEPHORiA, which moved to Atlanta last year and popped up in international cities like Milan for the first time earlier this year.
Last year, SEPHORiA returned with a reimagined experience including a new theme and aesthetic, as well as a new host city—Atlanta.Photo: Clint Spaulding“After hosting successful events in New York and Los Angeles, we were thrilled to bring SEPHORiA to Atlanta this year, which allowed us the opportunity to connect with even more beauty enthusiasts in the Southeastern U.S.,” Kate Biancamano-Brown, senior director of event and experiential marketing at Sephora, told BizBash last year.
The "Sephora Hairlines" influencer experience took place in March, coinciding with the launch of Sephora’s latest campaign surrounding haircare and styling products.Photo: Regan NortonMost Innovative Experience
In April, Sephora flew 20 top beauty and hairstyle content creators from Burbank, Calif., to Napa Valley. Dubbed "Sephora Hairlines," the exclusive getaway, part of the brand's "Prep, Style & Refresh" campaign, included a trip on a branded private jet and a stay in a five-star Napa Valley resort. In addition to reskinning a private plane and transforming its hangar, a Sephora Hairlines pilot delivered branded vintage luggage bags packed with select haircare products to guests at their homes the week before they traveled.
Before the event, attendees were gifted branded vintage luggage packed with select haircare products.Photo: Regan NortonDuring the short flight, Sephora Hairlines passengers were welcomed with custom in-seat kits featuring branded style tools and snacks. Once they landed in Napa Valley, guests were invited to get ready, choosing from a menu of flight-themed hairstyles. The next morning, guests took part in a yoga and sound bath meditation session.
Last year, to mark its 10th anniversary, Glow Recipe teamed up with Sephora to host a bicoastal pop-up experience inspired by Seoul, South Korea’s iconic night markets.Photo: Courtesy of Glow RecipeBrand Partnerships
Last year, to mark its 10th anniversary, Glow Recipe teamed up with Sephora to host a bicoastal pop-up experience inspired by Seoul, South Korea’s iconic night markets. The events in L.A. and New York offered exclusive merchandise, sneak peeks of unreleased products, late-night snacks, and a slew of interactive experiences.
The Taylor Swift Effect
In November 2024, Sephora Canada launched Shimmer Studio by Sephora, a pop-up experience designed for concert attendees coinciding with Taylor Swift's concert dates in Toronto. The activation provided a space for visitors to "explore Sephora’s selection of top makeup, skincare, and hair care products, with a focus on creating concert-ready looks."
Last year, SEPHORiA returned with a reimagined experience including a new theme and aesthetic, as well as a new host city—Atlanta.Photo: Clint Spaulding
The "Sephora Hairlines" influencer experience took place in March, coinciding with the launch of Sephora’s latest campaign surrounding haircare and styling products.Photo: Regan Norton
The "Sephora Hairlines" influencer experience took place in March, coinciding with the launch of Sephora’s latest campaign surrounding haircare and styling products.Photo: Regan Norton
Before the event, attendees were gifted branded vintage luggage packed with select haircare products.Photo: Regan Norton
Last year, to mark its 10th anniversary, Glow Recipe teamed up with Sephora to host a bicoastal pop-up experience inspired by Seoul, South Korea’s iconic night markets.Photo: Courtesy of Glow Recipe
