Sephora taps into beauty fandom with Sephoria convention

Sephoria: House of Beauty

In the year of its 20th anniversary, Sephora has announced SEPHORiA: House of Beauty, a two-day experience that will give beauty fanatics education, inspiration and immersive and shareable moments.

This marks the first time the retailer is joining the ever-growing Con culture of consumer-facing festivals dedicated to a single category or hobby, which so far in the beauty space has been dominated by Beautycon.

Taking place in downtown Los Angeles on October 20-21, 2018, the event will host more than 50 beauty brands throughout interactive rooms that merge the physical and the digital.

Deborah Yeh, SVP of marketing and brand at Sephora, says: “At the heart of it, SEPHORiA sets out to celebrate the often indescribable euphoria you get from playing in the vast world of beauty — from discovering game-changing products or trying out a new look to engaging with digital technology that takes personalization to a whole new level.”

Yeh adds that to build the event, the company has drawn from the insights and learnings of physical and digital experiences that Sephora clients love in stores, and created a place where its community can live out all of their beauty fantasies.

So far, the company has hinted that during the event, guests will have the chance to meet with influencers, brand founders and other industry pioneers, attend classes and take home personalized products. Brands will likely include LVMH names and Fenty Beauty, which the retailer exclusively sells in the US.

Although Sephora is the first major beauty retailer to enter the Con space, it has not become unusual for brands to deploy one-off events or museum-like experiences to promote their ethos to a new or existing fanbase. The approach works not only as a brand awareness exercise, but gives a niche – and highly-engaged – audience the chance to experience the brand through new mediums, such as education and personalization.