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Sephora celebrates 20th anniversary with two-day ‘beauty experience’

BY Deena M. Amato-McCoy

Sephora is throwing itself an anniversary party, and festivities will take place outside of the four walls of a conventional store.

The global beauty giant will host “Sephoria,” a multi-room event on October 20-21, in The Majestic Downtown, in Los Angeles. The event, which will highlight a “House of Beauty” theme, will feature experiential and customized activities revolving around more than 50 of its most popular beauty brands. Digital solutions will enable customers to interact with merchandise, beauty advisors and social media influencers, according to the company.

For example, Sephoria will feature a range of set-ups around the “house” theme, including a kitchen where consumers can “play with ingredient-based skincare,” and a laundry room that is the backdrop for cleansers, according to Business of Fashion.

In addition to kicking off a marketing campaign in June, Sephora will also collaborate with influential top-tier beauty ambassadors for a social media campaign, the company said.

“At the heart of it, Sephoria sets out to celebrate the often indescribable euphoria you get from playing in the vast world of beauty – from discovering game-changing products or trying out a new look to engaging with digital technology that takes personalization to a whole new level,” said Deborah Yeh, senior VP of marketing and brand, Sephora. “We’ve drawn from our deep understanding of the kinds of physical and digital beauty experiences clients love from Sephora, and set out to create the ultimate event that fuses fun, education and inspiration, and gives our community a place where they can live out all of their beauty fantasies.”

Ticket sales, which will feature three tiers of pricing, begin on July 21. Sephora’s Beauty Insider Rouge and VIB loyalty members can purchase tickets in advance, according to Sephora.

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