SEPHORIA:   

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.

02/20-03/20

Group Project

Role:

Brainstorm

Prototyping

UX

Social campaign

Marketing

Client: Sephora

The goal of SEPHORiA is to create a memorable socially-driven beauty experience that attracts GenZ and young Millenials clients to learn, explore and share creative ways of  expressing themselves and. SEPHORiA aims to make impactly ways to explore and celebrate diversity.

Our The Fearless Tour campaign comprises an interactive beauty space activation and social media engagement that supports the journey to self-love. Through embracing all forms of differences, the campaign and activations go beyond the surface to explore the multifaceted side of beauty within all.

Messaging

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.

Main message:

Becoming the fearless one. 

Supporting message:

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.

Visual exploration

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. 

SEPHORIA

The Fearless Tour

Social media campaign

1. Pre-game

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.

3. Post-game

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

Narrative

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.

Floor Plan

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"

Lounge

"Be Daring" photo opportunity at the exit

Swag bag

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

Challenge card

City-specific design

City-specific elements are added to the design of swag bags and swag bag stations to customize to the local audience

New York, NY

Atlanta, GA

Los Angeles, CA

Miami, FL

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.

9.4–9.5

The Shrine Auditorium and Expo Hall, LA, CA

9.4–9.5

Ambient Plus Studio,Atlanta, GA

10.2–10.3

Brooklyn Bridge Park, New York, NY

10.16–10.17

New World Center, Miami, FL

Dumbo, NY

The Shrine Auditorium, LA

Ambient Plus Studio, Atlanta

New World Center, Miami

Partnerships

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.

Measuring sucesses

• 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.