THE WHAT? Sephora has launched a new campaign, created by R/GA, that celebrates the role Black beauty has played in shaping beauty trends, according to a report published by Glossy.
THE DETAILS The LVMH-owned retailer uploaded a 60-second video to YouTube dubbed Black Beauty is Beauty, which highlights multiple mainstream trends that have their roots in Black beauty culture as well as featuring products aimed at a Black audience stocked by Sephora, including Bread hair care and Topicals skin care.
The clip will be shown across TV and digital channels and supported via digital ads, podcast advertising via Vox and The Cut. Its success will be judged on the ‘number of conversations’ sparked across social channels.
THE WHY? Abigail Jacobs, SVP of Integrated Marketing and Brand at Sephora, told Glossy, “When [society] was going through its racial reckoning [in 2020], there was a huge search increase in Black-owned brands and efforts to support Black-owned restaurants or stores, but that has dropped off. At Sephora, we do not want that trend to go down. This [campaign is part of] a long-term commitment to shift the way that we do business, and create a space for Black-owned brands and for diverse customers within the beauty industry.”