08.13.22
Sephora’s largest and most inclusive beauty event of the year, Sephoria: Virtual House of Beauty, is making a comeback on Sunday, Sept. 18.
The free, one-of-a-kind, 3D event will feature an interactive beauty “house” with multiple rooms to explore, full of exclusive content from some of Sephora’s most-loved brands, beauty icons and surprise guests. This year’s event includes new and innovative programming that continues to celebrate diversity, foster inclusivity, and highlight Sephora’s differentiated product assortment.
Play Games, Score Beauty Insider Points
Attendees of this year’s will be introduced to a new point-earn platform with the ability to accrue Beauty Insider points as prizes for playing games throughout the space (US clients only); non-Beauty Insider clients will be able to quickly and easily sign-up upon entry to the event as well. During the event, attendees can engage with brand founders, Sephora experts and other content creators via new live-chat capabilities.
For those interested in metaverse integration, a unique Proof of Attendance Protocol (POAP) will be redeemable upon entering the space that can be added to Crypto wallets for free. This year’s program will also expand globally for the first time, with beauty enthusiasts from Canada, France, Spain, and Italy able to take part in the Sephoria experience. Event registration for Canada goes live on August 10; all other regions in early September.
“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, senior vice president, external communications and experiential marketing at Sephora. “Not only will this year’s event reach the US, Canada, France, Spain, and Italy, but we also have enhanced experiences to ensure Sephoria is the most interactive, and inclusive virtual event for the Sephora community, with unparalleled access to exclusive content, founders, product sneak-peeks and, engaging gamification. 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.”
Virtual Room Breakdown
With more than 35 brands participating – including several that are new and exclusive to Sephora – this year’s event features the following seven virtual rooms:
• The Foyer: A greeting area and central hub for attendees that offers helpful resources, complete with a 3D map and events schedule, a concierge desk with Beauty Insider information and registration, a prize booth with details on point-earn opportunities, and a reveal of the exclusive P.O.A.P. that can be claimed upon entry.
• Home Theater: The main stage where attendees can learn about Sephora’s hottest products and brands by exploring exclusive masterclasses and interacting with talent using the new live-chat feature. This space will offer shoppable touchpoints and the ability to participate in interactive games. Features the Sephora Collection, Danessa Myricks Beauty, Haus Labs by Lady Gaga, Tatcha, Cay Skin and Kayali.
• La Sala: Newly added for 2022, La Sala (the family room) will spotlight BIPOC and Latin-owned beauty brands + brand talent and their heritage, with exclusive content conducted in both Spanish and English with subtitles. Features Rare Beauty by Selena Gomez, beautyblender, NARS, Fenty Beauty by Rihanna, JLo Beauty, Tata Harper, Ceremonia, and ABBOTT.
• Kitchen: A new destination where attendees can get a first look at what’s cooking for holiday, complete with gifting tips from Sephora’s Beauty Directors and special holiday segments from the #SephoraSquad. Features Charlotte Tilbury, Too Faced, GXVE BY GWEN STEFANI, ONE/SIZE by Patrick Starrr, Sol de Janeiro, First Aid Beauty, amika, PATTERN by Tracee Ellis Ross, Maison Margiela 'Replica,’ and Yves Saint Laurent.
• The Spa: A cool and calm self-care space for attendees to reflect and treat themselves with wellness- focused activities like meditation, facial exercises, aura readings, and more. Features Dr. Dennis Gross Skincare, Shani Darden Skin Care, Crown Affair, Phlur, and FORVR Mood.
• Sunroom: An area to explore and discover the newest innovations to come out of Sephora’s most notable Clean and Clean + Planet-Positive brands, including product ingredients and sustainability practices. Attendees can participate in live polling to help create clean make-up looks with Sephora’s Beauty Directors, test themselves on Sephora’s efforts to have a positive global footprint, and more. Features MILK MAKEUP, ROSE INC, Farmacy, Glow Recipe, The INKEY List, Briogeo, Fable & Mane, Ellis Brooklyn, and The 7 Virtues.
• Backyard: The party returns in the Backyard presented by the Sephora Credit Card Program, with more games, more surprises, and more fun! This is the go-to place to celebrate all things beauty with games, XR photo experiences, special guests, and more. Features CAY SKIN, KAYALI, GXVE BY GWEN STEFANI, and FORVR Mood.
Registered attendees in the US will receive access to all content from Sephoria: Virtual House of Beauty and can also opt-in to purchase a specially-curated Experience Kit for $50 ($195+ value) with Sephoria swag and full- and travel-size beauty products from a selection of participating brands. Experience Kits are available in limited quantities, while supplies last.
To register for Sephoria Virtual House of Beauty, go here.