Sephora celebrates UK launch with Express All of You campaign

Global beauty retailer Sephora has partnered with creative agency AKQA to celebrate its much-anticipated UK launch with a powerful campaign focusing on the UK’s “living tapestry” of cultures and identities.

Launching on Tuesday 18 October, Express All of You is setting out to connect with British audiences by inviting viewers to “seize the unlimited power of beauty” and express their most authentic selves.

Express All of You will be released in the UK across billboards, bus stops, underground stations and even iconic London black taxis. The campaign will also be bought to life through a 3D-animation on the curved screen at London’s world-famous Piccadilly Circus from today (Monday 17 October).

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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.

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 Tik Tok activation.

Part of the WPP portfolio, AKQA’s founder and ceo Ajaz Ahmed said the creative agency was “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,” he added.

The retailer also said the 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.

Sephora’s global chief brand officer Steve Lesnard said: “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.”