Sephora
Express All of You
Championing the impermanence of British beauty.
Insight
Mirroring multifaceted British beauty.
British beauty is unique: as individuals, Brits are not fixed. They’re fluid. Day to night, calm to confident – even bare–faced to drag queen. Each Brit is far more than just one person. Through beauty, they can move between the infinite versions of themselves.
Idea
Transforming between the versions of you.
Championing inclusivity at every turn, AKQA crafted a visual experience on a scale to match Sephora’s ambitions for the UK and champion inclusivity at every turn. It captured Britain’s ever evolving tapestry of individuals, and their ephemeral expressions of self, all while counterbalancing British edginess with Sephora’s quintessential elevation.
Brits are celebrated as they shift between countless British beauty cultures. Each look aligns to their individual expression, showcasing how beauty unlocks their multifaceted self, the elasticity captures the full spectrum of beauty power.
Impact
Celebrating every self, nationwide.
Across the nation, the message was heard loud and clear. Bespoke 3D billboards illuminated London’s cityscape from the heart of Piccadilly Circus. Black and white stripes were found on every street corner, with over 850 dynamic digital out-of-home placements and 375 branded cabs across London, Birmingham, Manchester, Glasgow and beyond.
On demand films showcased how Sephora empowers individuality, while shoppable ads and gamified user-generated content were seen across YouTube, Instagram and TikTok. Transport for London’s Elizabeth line opened, and Sephora’s invitation was revealed at every station along the railway: Express All of You.
