We Belong to Something Beautiful

Tension

The beauty community can be toxic. Standard definitions of beauty are narrow, unrealistic and are not an accurate representation of the diversity within the community.

Truth

There is beauty in diversity.

Solution

We launched an entirely new brand platform “We Belong to Something Beautiful” featuring the personal journeys of 11 Canadian collaborators, creating a space where diversity is celebrated and self-expression is honoured. The campaign ran on billboards and transit shelters, as well as across cinema, social media and experiential channels. It also marks Sephora’s first time using TVC.