French beauty chain Sephora has launched a new campaign called The Unlimited Power of Beauty, which signifies a shift in its brand positioning. “The Unlimited Power of Beauty is a new, powerful campaign that is deliberately different from previous years,” explains Olivier Vigneaux, the CEO for BETC Digital. “It is both universal in its casting and intimate in its tone and imagery, allowing viewers to see themselves in the story and discover the potential of their own beauty.”
The three-minute ad, directed by German creative Jonas Lindstroem, tells the story of a woman’s relationship with her reflection throughout her life. Tender and intimate, we follow the lead character from childhood to adulthood and are taken through relatable moments of both doubt and strength.
From experimenting with vivid makeup as a young girl to using it as an adult as a confidence boost after a hard day, the ad aims to highlight how the same person can explore the many facets of beauty in a lifetime, and even in just one day.
The campaign signifies a more grounded approach to the way we use makeup and beauty products, taking us away from the more theatrical. It acknowledges the ways in which beauty has evolved, going beyond catwalks and magazines, and how it can now be presented to us through friends’ selfies or uploads from influencers.