CLIENT
Sephora
Deborah Yeh, Global Chief Purpose Officer
Abigail Jacobs , SVP of Marketing & Brand
Susan Park, VP of Creative
Payne Candace , Director of Campaigns & Content
Anne Cambria , VP of Campaigns & Content
Desi Gallegos, Creative Director
Sasimon Boonyavatana, Creative Director
Kyra Beckmann, Director of Content Production
Matthew Stanley, Senior Director of Content Production
AGENCY
Shannon Washington, SVP, Executive Creative Director
Katie Edmonson, Creative Director
Katie Yoder, Creative Director
Athena Griffith, Senior Strategist
Langston Williams, Senior Strategist
Tom Morton, Chief Strategy Officer
Purvi Sheth, Senior Content Producer
Erica Jensen, Director, Content Production
Jennifer Arcese, Senior Content Producer
Laura Kelly, Group Production Director
Shar-de Ricketts, Executive Producer
Blakely BarLev, Senior Art Director
Blakely BarLev, Senior Copywriter
Lucien Etori, VP, Executive Director, Strategy
Ari Hayward, Strategist
Bree Patrick, Connections Planner
Cristina Chouza, Manager, Business Affairs
Danielle Small, Content Producer
SephoraOne
SUMMARY
Sephora’s Black Beauty is Beauty challenged the origins of beauty. It called attention to the undervaluation and appropriation of Black people and their innovations within the beauty industry. Approaching creative through an educational lens, the campaign tackled an industry taboo—and it worked.
Compared to 2020, Sephora saw sales increase of Black-owned brands by 36% in 2021. The campaign earned 1+ billion impressions. As a beauty retail leader, Sephora needed to show their commitment to Black beauty brands and founders while getting consumers to consider and purchase Black-owned products. They succeeded.
