The brand will be present at the event with a 100m stand, which will have a make-up station available to the public.
Sephora announced its debut at music festivals with the support of The Town 2023, which takes place on the 2nd, 3rd, 7th, 9th and 10th of September, in So Paulo.
The brand will be at the event with a 100m stand, being the official beauty brand of The Town 2023. With the “Sephora District” concept, the idea is to create an immersive environment that has the brand’s identity, referring to an urban space with items of everyday life in a large metropolis.
“Diversity and self-expression through beauty are part of Sephora’s identity. And now we are approaching the musical universe, to connect even more with the people who are part of this giant and multifaceted community that music is, joining efforts with the universe beauty and makeup. Being present at a festival like The Town means that we are going to be part of the public’s affective memory, which will create unique memories watching the artists they like and, consequently, also remember the brand”, explained Cataldo Domenicis, director Sephora Marketing.
During the action, there will be a series of experiences and participation of brands, such as YSL, Este Lauder, Fenty Beauty, Kylie Cosmetics, Givenchy, Rose Inc, Sol de Janeiro, Rare Beauty, Mari Maria in addition to the proprietary brand Sephora Collection. The space will also have a make-up station, where the brand will offer the service to the festival’s audience, who can choose the type of make-up to be done from the available looks.
“So Paulo represents Sephora’s purpose, to welcome and stimulate different expressions. From the meeting of diverse beauties that So Paulo forms its unique personality”, added Cataldo.
