New communication is presented through a campaign developed by BETC
For the first time, Sephora has adopted a unique positioning for the company’s 34 markets, under the signature “the beauty of what unites us”, with the purpose of reaffirming the desire to promote spaces for free expression, without judgment, that reinforce self-confidence through positive interactions.
“As a global leader, Sephora has always shaped the prestige beauty industry and reinvented many beauty codes. This new signature will be a fundamental pillar of Sephora’s positioning in Brazil, the third largest beauty market in the world, and one of the most diverse as well, contributing to redefining our industry as an important ally of diversity and inclusion,” explains Cataldo Domenicis, marketing director of Sephora in Brazil.
Initially launched in the United States in 2019, the English slogan “we belong to something beautiful” became more than a slogan and inspired actions such as the evolution of experiences in physical stores and the expansion of Sephora’s product portfolio.
In Brazil, the new positioning is presented through a new immersive campaign, produced by the agency BETC, which redefines the role of the mirror as an ally. Often considered an object of judgment, the mirror transforms, in the piece, into a kind and positive witness to celebrate all beauty.
“The use of the mirror has a double meaning: we wanted to restore its positive role, far from prejudices and beauty dictates, and to make a metaphorical allusion to Sephora stores: an inclusive and welcoming place for everyone,” explains Florence Bellisson, president of the BETC Etoile Rouge agency.
