Lunar New Year Campaign 2022

Campaign Objective

Build a holistic, multi-channel program that inspires Asian-Canadian clients to purchase prestige beauty products at Sephora during Lunar New Year. Improve brand perception and approachability to drive our emotional connection with East Asian clients.

Campaign Concept – May Beauty Surround You

Coming off the heels of another challenging year, Lunar New Year is an opportunity to harness positivity, hopefulness and strength. While celebrations may continue to look different for some, the spirit of the festival remains rife. This spirit can be felt in every gathering, gift exchange, meal and even beauty look.

This year, we welcome the Year of the Tiger. According to the Chinese zodiac, the Year of the Tiger will bring about confidence, courage, optimism and, perhaps most importantly, bravery. Lunar Near Year is a time to honour custom and community, while re-imagining tradition and embracing new ways of celebrating. Through creative, copy and visual storytelling, we conveyed the beauty of new beginnings and this truly auspicious holiday.