Sephora and Lady Gaga unite for global beauty-inclusion campaign

Sephora has partnered with Haus Labs by Lady Gaga to release a global campaign under its We Belong to Something Beautiful platform.

Created with Maison BETC Paris and BETC Fullsix, the campaign promotes inclusion, belonging and mental health through beauty.

At the centre of the campaign is a film featuring Lady Gaga, who shares her vision of beauty as part of a community where people can explore and express themselves freely. The film also spotlights Sephora’s Classes for Confidence programme, which brings people together through beauty and storytelling.

A community-led creative approach

The casting for the film focused on individuals with personal beauty stories. Their real-life testimonies form the voiceover, creating what the agency describes as a collective narrative of authenticity and self-acceptance. The campaign was directed by Fenn O’Meally, with photography by Adrienne Raquel.

Florence Bellisson, president and chief creative officer at Maison BETC Paris: “We went further in casting and selected people for their unique and authentic beauty stories. The voiceover in the film is created from the real people verbatims.”

Lady Gaga’s role and Sephora’s purpose

Deborah Yeh, global chief marketing officer, Sephora: “At Sephora, we're driven by our Purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty. Lady Gaga’s personal story is a magnificent illustration of the values we promote every day and having her sharing her own feeling about what Sephora is all about is an incredible testimony for us.”

The campaign first launched in June during Pride Month alongside a solidarity initiative with Lady Gaga’s Born This Way Foundation. It will roll out more widely in September across the United States, Europe, South East Asia and Australia, running on TV, VOD, social media, in-store displays, OOH and DOOH.

www.sephora.com

Follow Marketing Report on LinkedIn