THE WHAT? Sephora Canada has debuted a new immersive installation that harnesses the power of its shade-matching technology. Designed to showcase the diversity of beauty in Canada, Sephora Illumination, powered by Colour iQ, uses more than 140,000 shades of diverse Canadians to reflect the nation’s collective beauty.

THE DETAILS The installation is free to visit and will run through June 1 daily in Toronto, across from the LVMH perfumery chain’s Bloor Street store.

THE WHY? Allison Litzinger, Senior Vice President, Marketing, Sephora Canada, explains, “By harnessing the power of our innovative Colour iQ technology, this installation showcases the incredible spectrum of beauty that exists in Canada, and we hope it empowers our clients to feel confident and proud of their individuality, This campaign reinforces Sephora as an inclusive beauty retailer and supports our efforts in continuing to make diversity a cornerstone of Sephora Canada’s commitment to our loyal beauty community.”