At the 2024 CommerceNexty Awards, CommerceNext presented Sephora’s with the Best Use of a New Channel Award for Sephora’s SEPHORiA: House of Beauty, which merged digital and physical spaces in a tribute to beauty diversity, improving brand image and highlighting product distinction.
We sat down with Kate Biancamano, Senior Director, Event & Experiential Marketing at Sephora to learn more about the inspiration behind the SEPHORiA event. Read on for the full interview.
Teichmann: For those who haven’t been to a SEPHORiA event, can you paint a picture of what the event experience is like?
Kate Biancamano: Absolutely! SEPHORiA is Sephora’s global annual beauty event. It’s an interactive journey and full immersion into the unique Sephora experience, celebrating Sephora’s diverse beauty community and showcasing its best-in-class product assortment. Since it was introduced in 2018, SEPHORiA has quickly become the most highly anticipated event of the year!
Attendees from near and far gather at SEPHORiA and our goal is to make sure they truly have a one-of-a-kind experience and access including exclusive brand activations and content that allow them the opportunity to discover the latest trends and new products, interact with brand founders and renowned makeup artists, plus specially curated masterclasses, endless social content opportunities, unbeatable swag and so much more.
Teichmann: What is the inspiration behind SEPHORiA, and how does your team come up with the creative concept for each year’s event?
Biancamano: SEPHORiA has always been anchored in and inspired by the core values Sephora has as a company. With each new year, however, our goal is to offer a new and original experience for consumers that reimagines their relationship to Sephora and its brands. We view this event as an opportunity to come together around a shared love of beauty and community, and we’re proud to host this with many of Sephora’s most-loved brand partners.
With that, we just announced the return of SEPHORiA with an all-new theme and US destination! We’ll be heading to Atlanta for the first time, taking place on Friday, September 27th and Saturday, September 28th at Pullman Yards. We are so excited to take the SEPHORiA experience to Atlanta and introduce our clients to our new “Beauty Funhouse” theme.
Teichmann: What role did customer insights and data play in shaping SEPHORiA? In general, how do you ensure your marketing efforts stay relevant and engaging to your target audience?
Biancamano: Our shoppers are at the heart of all that we do. Beauty is and always has been a tactile experience, and we know that our customers want to connect directly with brands on a personal level and learn about the latest products, trends and innovations (plus receive exclusive swag and perks!). Through SEPHORiA, we’re able to deliver on this and create an immersive experience that can’t be replicated elsewhere – and education, discovery and direct client engagement are just a few of the advantages.
Teichmann: What metrics or KPIs did you use to measure the success of the campaign?
Biancamano: Our goal is always to keep things fun, fresh and exciting, and we aim to both engage new clients and celebrate those who’ve been on the journey with us. SEPHORiA is a great opportunity for us to do just that in a way that is authentic and unexpected – outside of the store and in an environment that’s unique, playful and socially driven. Loyalty also plays a big role in how we think about offerings from Sephora, and this is no exception. We’ve had several touchpoints that surprise, delight and reward our most loyal clients.
During last year’s event, in-person ticket sales and virtual registrations exceeded expectations, plus encouraging feedback ensured that those who attended enjoyed their experience and felt it was a great way to get closer to the brands they love. The overall takeaways from the event were not only exciting in terms of deepening engagement, but they also solidified a real sense of togetherness amongst this audience.
Teichmann: What trends in experiential and event marketing do you see as game-changers for the future?
Biancamano: On the whole, inclusion and accessibility will continue to be key to experiential and event marketing. This is something we always keep at the forefront, and while no easy feat, our goal is to craft a SEPHORiA experience that can be enjoyed by as many clients as possible and will continue to explore ways of expanding access in the years to come. As we celebrate new chapters of SEPHORiA, and our ever-evolving beauty experience, we remain committed to championing a world of inspiration, inclusion and belonging.
The conversation has been edited and condensed for clarity.
Want to learn more from Sephora? Check out their panel from The 2024 CommerceNext Growth Show, “Winning at Omnichannel in Customer Led World.”
