Sephora pushes fluid identity in new campaign

Retailer worked with agency Wednesday on spot starring diverse cast

Published On
Jun 04, 2019

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Sephora is adding another marketing layer to its diversity push, “We Belong to Something Beautiful,” which it announced last month. On Thursday, the cosmetics giant, which is owned by LVMH, is releasing a brand anthem and call to arms to support inclusivity.

Set to the Shirley Bassey song “This is My Life,” the nearly two-minute video showcases a diverse set of individuals in a fluid display of actions. The spot begins with text that reads, “They, She, He, Xe, We.” At the end, viewers are encouraged to visit to learn more about the company's “commitment to the Transgender and Non-Binary community.”
Sephora worked with agency Wednesday on the new push.
The new work follows the planned closure on Wednesday morning of roughly 400 U.S. Sephora stores for employee diversity training. In late April, singer Sza tweeted that she was treated inappropriately at a Sephora location. “Lmao Sandy Sephora location 614 Calabasas called security to make sure I wasn’t stealing,” she wrote.

Sephora has also added a new “Trans is Beautiful” group to its Beauty Insider Community page on its website, and is debuting a Pride collection this month. Some of the proceeds will support LGBTQ organizations.