Sephora has been named the Official Beauty Partner of US television competition series Dancing with the Stars.
Beginning with the 15 September premiere, the LVMH-owned beauty retailer will appear throughout season 35 of the show, with on-air integrations, custom social content and experiential activations.
This includes on-site Sephora vanity stations and glam touch-ups for audience members, and a new on-set “last looks” activation for the cast.
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The partnership gives Sephora a major platform to reach an “engaged, cross-generational audience with its message of beauty as a source of confidence and self-expression”, Megan Black, SVP of Digital Marketing & Media at Sephora, told Cosmetics Business.
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