Sephoria, the Maison s major beauty event, made a high-profile comeback in 2021. Previously held in 2018 and 2019 as a live event in the United States, it returned as a virtual metaverse-like experience called Sephoria: Virtual House of Beauty . Attendees were free to explore and try out the iconic products and just- launched new labels available at Sephora through exclusive content and virtual encounters with brand founders. The experience was based on a 3D, 360° game-like environment with an interactive beauty house

featuring several themed rooms that attendees could explore while playing games and joining in activities. The event was free of charge and open to all participants who registered to attend. Attendees could also opt in to purchase Experience Kits complete with a host of products and surprises which were dispatched to them by mail. Having made digital and omnichannel a strategic priority, the Maison is now focusing on bringing its highly popular, unique in-store experiences online.

S E P H O R A

Meeting beauty icons in a v ir tual

house of beauty