THE FEARLESS TOUR
"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.
Our central theme is SELF LOVE. Most of our initial interactions with beauty products were rooted deep within the search for self-acceptance. So, "Look", "Feel", and "Be" are the three significant stages carried through the campaign that also shape who we are as the fearless ones, from appearance to mindset.
Becoming the fearless one.
Not afraid to look, to feel, to be.
Call to action:
Join SEPHORiA's The Fearless Tour to connect, explore and celebrate with a community of beauty lovers.
The color palette is inspired by the transition from dawn to dusk, from orange, teal, to violet, reflecting the theme of the campaign based on a journey of growth.
The Fearless Tour
Typeface: Sephora sans BETA
Typeface: Sephora serif book
Social media campaign
Prior to the event, people are introduced to The Fearless Tour for the first time through our Instagram story, where they could unlock the first stage in the story, "Look", to post the "I look" filter. The goal is to make the audience feel excited and curious about our storytelling while beginning to think about the meanings of self-expression and self-love. Subsequently as the event starts, the next two stages, "Feel" and "Be", will be introduced.
2. At SEPHORiA: House of Beauty
Throughout the event, attendees are encouraged to share beauty moments and strong messaging using hashtags we created at each activation. The goal is to receive positive media engagement and coverage.
Attendees can enter the "What's your most daring look" challenge included in their swag bag by posting their look using #sephoria #fearlesschallenge. This allows users to stay active after the event has ended.
SEPHORiA: House of Beauty
Unwrapping our first concept of self-love and self-reflection, "I look", is to give everyone a chance to explore a look they wish to try in a judgment-free zone. "I feel", encourages you to feel the power behind your look and to love yourself from outside to inside. Finally, "I am", is to accept ourselves and others, to embrace our differences because this is what makes us beautiful
The journey of being fearless is also a spiral journey looking inward for self-love and confidence.
Inspired by the shapes of galaxy swirls, we designed a floor plan to reflect the ongoing journey traveling inside out, outside in. There are multiple photo opportunities, game booths, and socializing space in the three sections revolved around the central themes of "Look Daring", "Feel Daring", and "Be Daring". We want our audience to have a holistic experience in this immersive "playground".
Photo opportunity at the entrance
"Look Daring" beauty product display
Photo opportunity with makeup on
"Feel Daring" stage talk and games
Photo opportunity at a central "lighthouse"
"Be Daring" photo opportunity at the exit
After the event, visitors will pick up their swag bags containing small gifts and a challenge card, for which they could post a daring look on social media increase media coverage. VIP visitors will get reusable swag bags with higher value items.
General Admission swag bag front
General Admission swag bag back
VIP swag bag front
VIP swag bag back
General Admission swag bag set
VIP swag bag set
City-specific elements are added to the design of swag bags and swag bag stations to customize to the local audience
New York, NY
Los Angeles, CA
A four-city tour experience
SEPHORiA will take place over the weekends across four cities: LA, Atlanta, New York, and Miami. The event will be held in areas with a high demographic of young people and close transportation systems.
The Shrine Auditorium and Expo Hall, LA, CA
Ambient Plus Studio,Atlanta, GA
Brooklyn Bridge Park, New York, NY
New World Center, Miami, FL
The Shrine Auditorium, LA
Ambient Plus Studio, Atlanta
New World Center, Miami
We want to collaborate with a selection of food and beverage brands to cater the event. All of them draw attention to using natural ingredients in their products that aim to deliver fresh and environmental-friendly solutions. They are flexible, instagrammable, and perfect.
A compelling narrative that addressed the challenge beyond surface.
Strong social media attention and coverage that helps to expand brand influence.
Refreshing offline experience pushes forward online product launch.
Attract young audiences through collaboration with beauty influencers and refreshing partners who help young Millenials and GenZ to celebrate positivity.