Sarah Klein

SEPHORA OMNICHANNEL CAMPAIGN

CONCEPT :
The concept was to build off the previous phases of foundation campaigns while bringing a fresh perspective to the visual language to avoid fatigue. Shade matching is a consistent pain point for foundation shoppers, and this campaign was to solve that with speaking to 3,000+ available shades with in store shade matching technology and expertise to find the perfect foundation shade for you.

DEVELOPMENT :
The development dove into a vast amount of research on how to portray diversity in a broader scale than just shade range. Inclusivity has become an absolute mandatory, which expanded the model search beyond any campaign thus far. There was also the challenge of showcasing product shade range, specifically in smaller digital placements. We developed a system of interchanging small scale and full bleed product smears to establish a border system consistent with the window creative.

EXECUTION :
The execution involved complex wireframes and graphs to ensure each product was accounted for, and to be as efficient as possible in the photo studio. The final product was a highly cohesive campaign across all marketing channels that met a range of messaging needs.

The model casting (fig. 1) involved seven models of varying skin tone, body type, age, and “perfect imperfections”. Product styling (fig. 2) was established in a parallel path to reinforce the theme of shade range. Some product shots were reused from a previous iteration of the campaign, which needed to be seamlessly integrated into the updated look & feel.

Based on consistently poor performance of model imagery in digital assets, an additional challenge was posed to find a way for the gridded structure of the window banners (fig. 3) to come across in the digital assets without the use of the models. This was solved for by interchanging full-frame smears to reinforce the gridded structure. Extensive audits were completed (fig. 4) to ensure all image variables were captured in the product photo shoots for every digital asset in the campaign.

The campaign direction extended beyond the main launch, which included “oddly satisfying” social content (fig. 5), promotions (fig. 6), single brand co-op campaigns (fig. 7, fig. 8), and more.