Sephora Canada: Sephora Illumination

Meredith Ferguson, Maxine Thomas

Beauty retailer, Sephora, partnered with creative studio Superbien to install an interactive experience to drive awareness of its values of inclusion and belonging to the diverse population of Canada.

Campaign details

Brand: Sephora Brand owner: LVMH Entrant company: ZULU ALPHA KILO, CanadaIdea creation: Zulu Alpha Kilo Toronto Market: Canada Sector: Retail industry (general) Media channels: Public relations, Television & Connected TV, Word of mouth, influencers, KOLs, Social media, Online video, Outdoor, out-of-home Budget: 1 - 3 million

Executive summary

In Canada, there are over 250 ethnicities [1]. So how does every Canadian find their unique makeup match within a limited range of foundation colours?

They often don’t – especially women of...

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