sephora foundation campaign

Sephora’s #1 category is foundation and my team was tasked with generating year-long content to increase market share and ensure that our customers believe that Sephora is the foundation destination — no matter their skin type.

By focusing on skin concerns, we were able to customize content for each customer based on their previous purchase history. We developed color-coded language to help the customer identify the three distinct categories, and used a human-touched approach to photography.

This campaign set the tone for the two additional phases that will be published in throughout the year.