SEPHORA'S SEPHORIA RETURNS: BEAUTY MEETS GAMIFICATION IN A HYBRID EXPERIENCE
Sephora, the renowned beauty retailer, has announced the highly anticipated return of its beauty event, Sephoria.
This year, Sephoria will be presented as a hybrid experience, featuring both an in-person event in New York City and an immersive virtual experience. Set to take place from September 29-30, 2023, the event aims to showcase the latest beauty products from over 50 brands, including popular names like Drunk Elephant, Rare Beauty, and NARS.
Sephoria initially made its debut in 2018 as an in-person event held in Los Angeles. However, due to the global Covid-19 pandemic, the event was transformed into a virtual experience for the 2021 and 2022 editions. This year's return to a hybrid format a significant milestone for Sephora and serves as both a celebration of its 25th anniversary in the US and a glimpse into the future of beauty events.
The in-person component of Sephoria will be a live, ticketed event held in New York City, offering attendees a unique opportunity to engage with brands, experience exclusive content, and discover the latest beauty trends firsthand. Simultaneously, Sephora will host an immersive virtual experience on a 3D gaming-like platform, providing a "unique, playful, and socially driven approach" to beauty exploration. This virtual experience will showcase Sephora's products and diverse community, offering attendees the chance to create their own avatars and participate in interactive games.
One exciting aspect of the virtual experience is the opportunity for participants to earn Beauty Insider loyalty card points, a program available to customers in the US and Canada. Additionally, attendees will receive a unique free NFT (Non-Fungible Token) or POAP (Proof of Attendance Protocol) upon entry, which can be added to their digital wallets, adding a touch of digital exclusivity to the event.
Jessica Stacey, the Senior Vice President of External Communications, Event & Experiential Marketing at Sephora, expressed enthusiasm about the return of Sephoria and the introduction of its hybrid format. Stacey stated, "We are beyond thrilled to introduce the latest iteration of Sephoria with our first-ever hybrid experience, including an in-person event in New York City. Falling within our 25th Anniversary year in the US, this event marks an exciting milestone and serves as both a celebration of our past and a nod to our future, as well as a symbol of the remarkable benefits of being a cherished member of Sephora’s community."
In line with its commitment to inclusivity, Sephora plans to extend the reach of Sephoria to a global audience. Following the New York City flagship event, Sephora will organize a second live event in Paris, with specific details to be announced soon. The retailer aims to ensure that the event remains accessible to beauty enthusiasts worldwide by incorporating free virtual components that offer an equally enriching experience.
Registration for the Sephoria event in New York City will open later this month, featuring two ticket tiers: the Silver Key for $99 and the Gold Key for $349 per session. Attendees who opt for the Gold Key ticket will receive a luxurious goody bag filled with full-sized beauty products worth up to $1,000. For those who prefer to join the virtual experience, registration is free, with an option to purchase goody bags for $65. These goody bags will include a selection of travel-sized products valued at over $300.
Sephora's Sephoria event is set to captivate beauty enthusiasts by blending immersive experiences, exclusive content, and access to some of the world's most sought-after beauty brands. Whether attending in person or virtually, participants can expect an unforgettable journey into the world of beauty, where innovation, community, and celebration converge.
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