Sephora celebrates U.S. anniversary with two-day event

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Sephora celebrates U.S. anniversary with two-day event

By Gisselle Gaitan - 06/04/2018
Sephora is celebrating a major milestone by announcing a two-day “House of Beauty” event that will be taking over Los Angeles in October.

The beauty retailer is marking its 20th anniversary of debuting in the United States with the launch of Sephoria, a highly immersive beauty event that will fuse high-touch physical and digital experiences together.

Sephoria will offer attendees the opportunity to learn, get inspired and play in the world of Sephora, the company said. The theme “House of Beauty” invites guests to literally unlock a new experience behind every door.

The event features interactive rooms with immerse beauty lovers, including new and existing clients. The retailer’s beauty advisors, media and influencers, and more than 50 of its prestige beauty brands also will be on hand at the event.

Guests will able to create and share their own beauty adventures by exploring new inspirational looks, testing and trying hundreds of products, and learning how to master new makeup techniques.

“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,” Deborah Yeh, SVP of marketing and brand at Sephora, said. “We’ve drawn from our deep understanding of the kinds of physical and digital beauty experiences clients love from Sephora, and set out to create the ultimate event that fuses fun, education and inspiration, and gives our community a place where they can live out all of their beauty fantasies.”

Sephoria’s launch will include a 360-degree marketing campaign that will begin later this month and a collaboration with influential top-tier beauty ambassadors, who will help fuel excitement and awareness, the company said.

The two-day celebration will take place at the Majestic in Los Angeles from Oct. 20 to 21. Ticket sales, which will feature three-tiered options, begin on July 21 and special offerings for Sephora’s Beauty Insider Rouge and VIB Loyalty members will be available in advance as well.

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