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S E P H O R A The power of beauty

Beauty is changing. No longer the preserve of runways and magazines, it has been reclaimed in our selfies as smartphone screens become the new mirror. Embracing this change, Sephora has reaf- firmed its leadership and its vision of beauty with a new corporate communication campaign: a tribute to The Unlimited Power of Beauty . Beauty without limits: a space where we all belong and are free to play. Where we all have the power and the right to experiment. Beauty whose many facets can be explored in a day or over a lifetime. Beauty that gives us the power to assert ourselves to love ourselves. Beauty is not a norm, a size or a filter. It is a tool that gives us power and confidence. To illustrate this positioning, Sephora developed a power- ful campaign that is deliberately different from previous years, both very universal in its casting and very intimate in its tone and imagery. Through the eyes of director Jonas Lindstroem, we expe- rience the very real emotions of a person faced with their reflection throughout their life, giving this experience a voice, from moments of doubt to moments of strength. The video is accompanied by a collection of portraits by British photographer Nadine Ijewere, paying homage to the full spectrum of beauty, spanning all ages, genders, physiques and styles. The Europe-wide campaign resonates with Sephora Stands, the Maison s social and environmental engage- ment program which gave rise in the United States to the We Belong to Something Beautiful campaign, an inclu- sive celebration of courage, self-affirmation and beauty in all its diversity. Through its new signature, The Unlimited Power of Beauty , Sephora conveys a strong, ambitious, inclusive vision that aims to expand the Maison s cultural impact. It is also an inspiring mission statement for all its staff: we all have the power to celebrate the diversity of the beauty community a core part of the brand s identity.

A tribute to the boundless diversity and authentic,

powerful beauty of the people who make up today s world.

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