SEPHORA Invites Us to Unleash Beauty Power for UK Launch Campaign

Image courtesy of Sephora

To mark its much-anticipated UK launch, SEPHORA has joined forces with AKQA to create a new, powerful campaign celebrating the UK’s living tapestry of cultures and identities. Launching on October 18th, Express All of You sets out to authentically connect with the hearts and minds of British audiences by inviting viewers to unleash their beauty power. 

Rebellious by nature, Brits follow no ‘one size fits all’ model when it comes to identity. The UK and SEPHORA have shared values: from celebrating multicultural communities to supporting multidimensional identities, we can be whatever we want to be, whenever we want to. It is this unequivocal British spirit that SEPHORA aims to bring to life, inspiring viewers to seize the unlimited power of beauty to best express their most authentic selves. 

Our Express all of you campaign celebrates the truth that being British means being many different versions of oneself, the unfixed, undefinable and uniquely experimental definitions of what beauty can be in the UK. 

The campaign, directed by London-born photographer Felicity Ingram, tells the story of relatable expressions of British beauty through the portraits of five joyful Brits. Express All of You will be released in the UK on billboards, bus stops, underground stations, as well as wrapped around a select number of iconic London black taxis. The campaign will even bring its tapestry to life through a 3D animation on the curve screen on London’s world-famous Piccadilly Circus from October 17th, 2022. In addition to this impactful out of home plan, SEPHORA will launch a strong digital plan, including online video and social media with a powerful TikTok activation. 

“We are so excited to be launching in the country with such a campaign and look forward to continue celebrating the UK’s unique tapestry of cultures and identities, while always inspiring Brits to unleash their beauty power,” said Steve Lesnard, global chief brand officer at Sephora. 

“Energising, fascinating and always inspiring, Sephora is the beauty industry’s leading force,” said Ajaz Ahmed, founder and chief executive officer at AKQA. “We are privileged and delighted to join Sephora on its launch into the UK with exciting work and experiences that build loyalty and emotional connection. We look forward to the journey ahead, engaging in a stimulating conversation with the Sephora community and audiences we serve.”