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08/24/2021

Sephora beauty event goes virtual

Retailer brings back its in-person beauty event from a few years ago for a virtual, game-like experience that highlights its store brand Sephora Collection in spots.
Dan Ochwat
Executive Editor
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Sephora is returning its SEPHORiA beauty event as a virtual presentation next month.

The retailer held the event in 2018 and 2019 as an in-person ticketed event but is going to hold the event virtually Sept. 18. The retailer created the event to showcase brands, including its own brands and exclusives, and provide beauty tutorials.

The virtual version of the event is billed as an interactive beauty house with several virtual rooms to explore, including learning about its own brand Sephora Collection. Other brands involved in the various rooms include: FENTY Beauty by Rihanna, PATRICK TA, Shani Darden Skin Care and more. The founders of Tatcha, BREAD Beauty Supply and  Topicals will be available to meet during the event, and attendees can win free product and swag. 

Sephora said the event will be like an exciting 3-D game-like environment, and it is free to register. Attendees of this year’s SEPHORiA: Virtual House of Beauty will receive access to both live and pre-recorded content from some of Sephora’s most-loved brands, beauty icons, and other surprise guests. Attendees can also “meet” brand founders and experts, play virtual games with chances to win Sephora swag, take selfies in virtual photo booths and more.

With more than 30 brands participating — including several that are new to Sephora — this year’s activation features five virtual rooms, including:

  • Home Theater: A spotlight on Sephora’s hottest new products and brands, including a special callout to the Sephora Collection, with masterclasses and special tutorials by
  • Family Room: A space for conversations and reflections, including a roundtable discussion with copanies.
  • Loft: A place to connect and network live with meaningful micro-communities and SEPHORiA talent on several trending beauty topics, including Sephora’s Beauty Directors, and members of the newest #SephoraSquad.
  • Sunroom: A space to explore and discover Sephora’s most notable clean and sustainable products with pre-recorded routines, tutorials, and brand stories.
  • Backyard: A place to get together and celebrate and win prizes. 

Registered attendees will receive full access to SEPHORiA: House of Beauty content and can also opt-in to purchase an Experience Kit for $40 ($150+ value), with full- and travel-size product from a selection of participating brands.