Sephora Brand X Challenge

Campaign + Experience Design

The Brand X Challenge is for college students to compete in a brand sponsored design competition where the participant comes up with a campaign as well as a 3D experience design for the brand to use. This years partner was Sephora and they wanted a campaign that focuses on their "We Belong to Something Beautiful" manifesto.

The Brand X Challenge is for college students to compete in a brand sponsored design competition where the participant comes up with a campaign as well as a 3D experience design for the brand to use. This years partner was Sephora and they wanted a campaign that focuses on their "We Belong to Something Beautiful" manifesto.

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See Your Beauty, Let It Shine!

This project involved myself and my three other teammates and we really wanted to create a campaign were the customers feel like they truly embody our campaign slogan. It encourages everyone to be comfortable with their appearances and brings out those special features. "See Your Beauty, Let It Shine!" is all about what makes you different and unique is what makes you shine, and we want YOU to embrace those things that make you shine!

Manifesto Campagin

Brand Guide Color + Typography

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Establishing Desired Business Outcomes

This campaign seeks to increase sales revenue by promoting the brand while building and establishing partnerships with MUA’s and everyday makeup enthusiasts.We want to build our beauty community and empower all diversity, self-expression, and inclusivity.

Analyzing Positioning + Identifying Opportunity

Sephora is opening 100 new stores across North America throughout 2020, adding to its existing 490 stores in the region. 2,506,791 members in the Sephora Community groups. This provides an opportunity to attract attention from audiences who are familiar with the Sephora brand
and will position Sephora to achieve higher brand awareness.

Connecting Concept and Positioning

We want to bring together a community of diverse beauties in a space that has the functionality to provide everyone with tools
to help promote self-expression as well as grow their social media presence with great photo opportunities throughout the space,
while increasing Sephora sales revenue and elevating promotion through use of #Sephora hashtags made specially for the tour.

Experience Moodboard

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Materials Moodboard

Whats Inside?

This space is centered on the idea of diverse beauty and we incorporate different stations to reflect that. The customizable eyeshadow bar, the sephora squad panel, coffee bar, best sellers bar, goodie bag station and photoshoot area make for assorted spaces for customers to enjoy themselves while also celebrating their beauty and letting themselves shine.We also wanted the space to be as easy to navigate as possible. Our space rotates around the photoshoot area, where we have a big makeup compact and puff to sit on as well as giant lipsticks with two beautiful walls reflecting our and Sephora’s campaigns that make for great photo opportunities. Customers have the freedom to explore and are guided by wayfinding text in every area on the ground
in sparkly silver text. Throughout, we constantly show metallic, glittery and reflective textures to have the “Shine” concept come through.

Eyeshadow Bar

The vision for the eye shadow bar was to have an interactive make up take away feature where guests who come to the event can make their own customized eye shadow. Guests can sip on their lattes from our Sephora coffee bar while in line. They can also look over the eye shadow bar menu as they wait to make their shadows! We will have 2-3 touch screens so multiple guests can be making their shadows at the same time for quick turnover. Once they have chosen 2-3 colors to mix into their own, a sephora team member behind the eye shadow bar will take the colors and mix them for the guest to then press into their own personalized eye shadow.

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Space Renderings

Promotional Video/Social Media