Sephora announces return of gamified beauty event Sephoria

By Alessandro Carrara | Published: 11-Aug-2022

The virtual event will be available to guests outside of the US for the very first time

Sephora has announced the return of its virtual beauty event Sephoria, set to take place on 18 September 2022.

The ticketed show will feature an interactive 3D ‘beauty house’, with attendees able to explore rooms featuring brands such as Haus Labs and Cay Skin.

Areas include a main stage showcasing the latest developments from Sephora, as well as the newly added La Sala room, shining a spotlight on BIPOC and Latin-owned beauty brands.

Participants can speak with brand founders, Sephora staff and other content creators through a new live-chat system on the day.

The latest iteration of Sephoria has also expanded globally for the first time, with customers from Canada, France, Spain and Italy being able to register for the event.

“Following a successful virtual event last year, we are thrilled to bring Sephoria back again this year to even more visitors from around the globe,” said Jessica Stacey, SVP External Communications + Experiential Marketing at Sephora.

“We look forward to welcoming clients back into the (virtual) world of Sephoria and know they will be surprised to see what we have planned.”

In classic video game style, Sephoria will introduce a new system allowing attendees to accrue Beauty Insider points as prizes for playing games throughout the space.

Sephora added that only guests from the US will be able to participate in the games and collect the rewards.

The first Sephoria was an in-person event which took place in LA over two days in October 2018.

Sephora's flagship event was cancelled in 2020 due to the coronavirus pandemic.

The LVMH-owned retailer made the decision to delay the show until 2021, where it returned in a virtual format.

A spokesperson for Sephora told Cosmetics Business at the time: "The event premise is founded on creating an immersive, inspirational and inclusive community experience, and one that fosters emotional connection through in-real-life interactions for thousands of attendees.

"Given the information we have currently available regarding the coronavirus, we believe postponement is the best course of action.”

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