Sephora, the global beauty giant under LVMH, recently announced the adoption of a unified brand signature across all its 35 markets for the first time.
The new brand slogan, “We belong to something beautiful,” highlights Sephora’s commitment to inclusivity and celebrating all forms of beauty. It aims to inspire its communities by offering spaces for exploration and self-expression without judgment, fostering self-confidence through positive interactions.
Although the slogan originated in the North American market in 2019, it is now being introduced in Europe, the Middle East, and Asia through an immersive campaign developed in collaboration with the BETC agency. The campaign reimagines the role of the mirror as a supportive ally, transforming it from an object of judgment to a positive witness that celebrates beauty.
Directed by Stefanie Soho and photographed by Liz Collins, the campaign features moments captured from everyday life, showcasing how mirrors can become allies in celebrating beauty. The imagery is being displayed in 400 shops across the EU, with celebrity Selena Gomez joining the campaign through her Rare Beauty brand.
