Sephora is putting a spin on its brand platform with a new campaign that highlights its omnichannel offering.

Called “Beauty Belongs Everywhere,” the campaign trades on the strength of the brand’s omnichannel presence. This year, the retailer has fulfilled 85% of its online orders within two business days and 92% within three during non-promotional periods, says Allison Litzinger, SVP of marketing for Sephora in Canada.

“Sephora is a leader in omni-convenience and this campaign is part of our strategy to increase awareness of both our omnichannel offering beyond our current clients and access to it across Canada,” she adds.

“While we’ve continued our retail expansion – we’ve opened seven new locations across Canada so far in 2023, with plans to open seven more by the end of the year – we also want Canadians to know that ‘Beauty Belongs Everywhere,’ whether or not they are close to a store.”

Though the retailer is aware that its customers often like to feel and test its products in store, it has also found considerable ecommerce demand among those who “just need to get their hands on their favourite products fast,” Litzinger says.

“A change in mood, unexpected weather, a viral TikTok trend or a refill of your favourites calls for making a purchase in the moment,” she expounds. “The new campaign features a variety of relatable beauty emergencies to demonstrate the ease and convenience of all the different ways to shop with Sephora.”

The campaign falls under the retailer’s “We Belong to Something Beautiful” platform, which it has used to champion inclusion and build community while marketing to a wide array of audiences.

“That also means ensuring greater access to the best beauty for all Canadians, regardless of who they are, where they are and how they want to shop,” says Litzinger.

The effort will be in market through September and includes TV, OOH, radio, digital and influencer marketing. The creative was led by Zulu Alpha Kilo, while Zenith handled media and Middle Child was responsible for PR.