Jack Blog
October 22nd, 2024
Picture this: a space buzzing with influencers, beauty enthusiasts, and game-changing brands—all converging under one roof for the ultimate beauty experience. That was the scene a couple of weeks ago at Sephora’s annual festival, SEPHORiA. Our team was on the ground – not just as spectators, but as partners and creators.
We saw firsthand how beauty, culture, and community intersect, giving us a glimpse into the future of brand experiences. From immersive storytelling to trend-defining moments, here’s 5 things we learned about the power of connection in the beauty world. Spoiler: It’s all about the vibe!
- Creating a space to let culture thrive is where the magic happens. SEPHORiA isn’t just about interacting with products; it is about creating a space where attendees can connect, find each other, and spread joy. Brands that facilitated group interactions—whether through collaborative experiences or discussion-friendly spaces—amplified the sense of community and built emotional ties, not only to the event but to the brands involved.
- Multigenerational appeal strengthens brand connections. While Gen Z may be the digital-first generation, SEPHORiA attracted beauty fans across age groups. Millennials and Gen X attendees were just as engaged with the brand activations, proving that a well-executed brand experience can resonate across generations and build stronger, longer-lasting connections. Any event that brings moms (and dads!) and kids together with something for everyone is a win-win.
- Brand affinity was on full display. Attendees’ dedication to SEPHORiA—despite the hurricane—shows how deeply connected consumers are to Sephora and its brand partners. Whether waiting in long lines or expressing excitement for brand activations, guests demonstrated brand loyalty that extended beyond the event, proving that immersive experiences have a lasting impact on consumer perception and affinity.
Balance between digital and physical engagement remains key. While phones were out for capturing content, attendees remained deeply engaged in the live brand experiences. This highlights the importance of creating activations that balance digital engagement with physical interaction. Brands that offered a tactile, immersive experience ensured that guests were present and connected, not just digitally but in person. Every experience should fluidly move between the two, and media,, can amplify the experience. Shareable moments – live and digital – allow for content capturing, and sharing in real-time and are a powerful touchpoint for brand engagement and social amplification.
Balance between digital and physical engagement remains key. While phones were out for capturing content, attendees remained deeply engaged in the live brand experiences. This highlights the importance of creating activations that balance digital engagement with physical interaction. Brands that offered a tactile, immersive experience ensured that guests were present and connected, not just digitally but in person. Every experience should fluidly move between the two, and media,, can amplify the experience. Shareable moments – live and digital – allow for content capturing, and sharing in real-time and are a powerful touchpoint for brand engagement and social amplification.- Human first, brand second. The brands that received the most attention were those that went beyond product displays. Those that prioritized personalized interactions with a focus on individuality and intersectionality, loudly conveyed that all were welcome. From consultations to opportunities to personally connect with founders and experts and hear their stories (thank you Winnie Harlow and Shannon Hamilton!), attendees connected with products in meaningful, memorable ways, strengthening brand loyalty and leaving people with a sense of trust, inclusion and authenticity. Even the entire overarching event that people matter – from the way that accessibility was integrated with ramping for wheelchairs and overall mobility to a lactation tent, quiet areas to get away from the crowds, and captioned video content. Individual audience needs were taken into consideration.
SEPHORiA was more than just a beauty event—it was where the power of connection and culture were center stage. From fostering meaningful human interactions to creating spaces where multigenerational audiences felt seen, SEPHORiA showed us the incredible potential of a modern brand experiences shrouded in authenticity.
As we look ahead, it’s clear that the most impactful experiences will be those that prioritize individuality, inclusivity, and community, making consumers feel not just part of the moment, but part of something bigger. And that, ultimately, is the true beauty of it all.