SEPHORIA: THE FEARLESS TOUR  

Branding/Campaign

"Sephoria: The Fearless Tour" is an experiential campaign designed for the Sephora. Within a group of two, we designed a North American based 4-city tour campaign focused on creating a place for beauty loves to connect, explore and celebrate with an inclusive community, as well as a social media heaven.

03/20-04/20

Role:

Team captain

Art direction

Experience design

Marketing

Branding

Client:

Sephora

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The brief is to design a North American brand-focused tour for Sephora that begins at SEPHORiA: House of Beauty. SEPHORiA is an annual event for beauty lovers to connect, explore and celebrate with the community. Moreover, it is also an immersive beauty playground, social media heaven, and abover all else– "A place to belong". The theme for this campaign is "The Fearless Tour", with this activation, each team is to bring to life Sephora's "We Belong to Something Beautiful" manifesto.

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Understanding Sephoria's message is to create a place to belong, our approach to the overall campaign is to focus on exploring the journey to "self-love". “Look”, “Feel”, “Be” are the three significant stages to shaping who we are as someone beautiful and fearless, from appearance to mindset. The physical manifestation of this idea is creating a spiral movement in an interactive and immersive playground, that allows the audience to participate on a journey of becoming fearless. All activations are designed to help participants to reflect on what it means to be "beautiful" and "fearless", including socializing events, connecting with beauty influencers(e.g. the Sephora Squad) and recording moments that stand out boldly.

Purpose/Analysis

Activation/Strategy

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Socially Shareable Moments

First Stop– SEPHORiA: House of Beauty

VIP Activation

Second Stop– Swag Bag Pick-up Booth

GA Bag Front & Back

VIP Bag Outside & Inside

A Four-city Tour

The Shrine Auditorium, LA

Ambient Plus Studio, Atlanta

Dumbo, NY

New World Center, Miami

Partnerships

Conclusion

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