BETC Etoile Rouge and BETC Fullsix Redefine the Role of the Mirror in Sephora’s New Brand Campaign

At a time when inclusivity is not yet a universal reality in the world of beauty, it was important for Sephora to convey a message of openness and optimism.

That's why, in 2024, the brand has decided to extend its American brand tagline "We belong to something beautiful" to all regions of the world, positioning itself as the place for all kinds of beauty. And to loudly proclaim that entering Sephora means becoming part of an open, inclusive, joyful, inspiring community, where everyone can feel good, explore, and express themselves freely.

To communicate in Europe, China, and the Middle East, BETC conceived a new brand campaign that features a symbol of the category to better redefine it: the mirror. The aim is to transform a mirror, too often a judge of our flaws, into an ally, a supportive and positive witness to moments of collective celebration of all kinds of beauty.

The film features various communities taking turns in front of a single, unique mirror: the mirror of a theatre, which can host an evening event, a conference, a concert, a ballet... and witness different life moments, different stories that narrate the many facets of beauty.

The film is produced by Frenzy, with Stefanie Soho directing, Rina Yang assisting as director of photography, and Elsa Rakotoson in charge of production. Liz Collins is the photographer who captured the visuals, immersing us further into the intimacy of our protagonists.

And Selena Gomez, who shares, with Rare Beauty, these values of inclusivity and openness, and is also part of the wider Sephora community, joins the campaign with a dedicated visual.

"Initially launched in North America in 2019, We Belong to Something Beautiful has become more than a brand signature. It has inspired action, from evolving our store experience to expanding our product assortment. While every culture has unique nuances, we believe inclusion is a global human concept. We now challenge ourselves to commit to this ambition worldwide.” added Deborah Yeh, global chief marketing officer at Sephora.

For Rémi Babinet, founder and president of BETC, “This unified statement across several regions of the world presents an opportunity for Sephora to reaffirm its position as a category leader by once again pushing the boundaries that still exist in the world of beauty.”

Florence Bellisson, president in charge of creation at BETC Etoile Rouge, said, “The use of the mirror holds a dual meaning for us: we wanted to restore its positive role, far from preconceptions and beauty dictates. But it is also the metaphorical embodiment of Sephora stores: an inclusive and welcoming place for everyone.”