Global Sephora Ad Campaign Featuring Lady Gaga
In a bold move towards celebrating diversity and inclusivity, global beauty retailer Sephora has partnered with pop icon Lady Gaga for a groundbreaking 360 campaign titled "We Belong To Something Beautiful". The campaign, produced by Maison BETC Paris and BETC Fullsix, was first unveiled in June during Pride Month and aims to champion a world where everyone can celebrate their unique beauty.
At the helm of this visionary project are Director Fenn O'Meally and photographer Adrienne Raquel, known for their subtle eye and deep sensitivity. Their work brings to life Lady Gaga's vision of beauty as a kind, inclusive, joyful, and inspiring community.
Deborah Yeh, Global Chief Marketing Officer of Sephora, emphasises the company's commitment to this purpose. "Sephora is driven by its Purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty," she said.
The campaign features real-life stories, with the voiceover in the campaign's film created from the words of the individuals featured. It highlights Sephora's "Classes for Confidence" program, which brings together community members around a shared passion for beauty and storytelling.
Lady Gaga's personal story is seen as a magnificent illustration of the values Sephora promotes every day. Her advocacy for self-acceptance and the role of beauty and community in building self-confidence resonates deeply with the campaign's vision.
The "We Belong To Something Beautiful" campaign will be presented through various platforms, including TV, VOD, in-store displays, social media, OOH, and DOOH. It will be fully deployed in the United States, Europe, South East Asia, and Australia in September.
In partnership with Haus Labs By Lady Gaga, this campaign marks a significant step in Sephora's ongoing commitment to fostering a more inclusive and accepting beauty industry. The solidarity action supporting LGBTQIA+ communities, in partnership with Lady Gaga’s Born This Way Foundation, underscores this commitment.
Florence Bellisson, President and Chief Creative Officer at Maison BETC Paris, oversaw the campaign's production. Known for campaigns like the global beauty-inclusion project with Sephora and Lady Gaga, Bellisson's expertise has been instrumental in bringing this vision to life.
The casting for the campaign was specific, selecting individuals based on their unique and authentic beauty stories. The campaign's story is told through intertwined testimonies that blend in a voice-over, creating a powerful narrative of self-acceptance and unity.
This campaign is more than just a beauty campaign; it's a call to action, a celebration of diversity, and a testament to the power of community. By choosing to belong to something beautiful, we choose to embrace our differences, to support one another, and to create a world where everyone feels seen, heard, and valued.
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