2021 Winner

As part of its long-term commitment to drive inclusion and challenge racial bias, Sephora set out to spotlight cultural celebrations in Canada. Research had shown that South-Asian and East-Asian communities were potential growth drivers and so it honed in on storytelling moments during both Diwali and Lunar New Year.

Local influencers were invited to share their Diwali looks, ranging from a natural glow to full glam, across Sephora’s digital platforms, with all supporting media driving to a Diwali buying guide on Sephora.ca.

Ahead of the Lunar New Year, content was focused around gifting and limited-edition products were highlighted in a first-ever Lunar New Year Digital Gift Guide.

More than 73.1 million paid impressions and 36.7 million earned impressions were garnered, driving a 21% sales lift for products for Diwali, and a 14% sales increase for LNY.

Credits

Creative Credits
Creative Concept/Art Direction: Jaimie Hallarn, Associate Art Director, Sephora Canada
Product Photography: Robert Watson
Set Design - Diwali: Jaimie Hallarn, Associate Art Director, Sephora Canada
Set Design - LNY: Renee Drexler
Design/Prop Styling: Ellen Foster
Beauty Photography - Photographer: Matt Barnes at Westside Studios, Photography Assist: Nikki Ross at Westside Studios
Stylist: Marc Andrew Smith
*Note: For Diwali, collaborators shared their own traditional apparel
MUA - Diwali: Lou Swinden-Payne & Adi Lando
MUA - LNY: Kevin Truong, Sephora Canada National Beauty PRO Educator, & Carla Martinez, Sephora Canada Senior Artist
Hair Stylist - Diwali: Duyen Huynh
Hair Stylist - LNY: Sandra Yang

Sephora Canada Credits
Amanda Hungerford, Senior Manager, Campaigns & Loyalty
Vanessa Mosakos, Senior Director, Content, Campaigns & Loyalty
Jaimie Hallarn, Associate Art Director
Ellen Foster, Graphic Designer
Kaleigh Henderson, Manager, Social
Surbhi Gandhi, Assistant Manager, Social
Julie Forbes, Senior Manager, Paid & Earned Media
Jessica Yu, Manager, Brand Media & Partnerships
Erica Sierra, Assistant Manager, Media Planning & Partnerships
Nikki Mervis, Manager, Programmatic Media
Keisha Clarke, Project Manager
Justin Astraatmadja, Project Manager
Linda Harrison-Howe, Senior Manager, .CA Site Experience
Holly Kuln, Assistant Manager, Email & Mobile
Erica Lei, Assistant Manager, Email & Mobile
Carolina Dalit, Senior Manager, .CA Retention Marketing
Aisan Fazeli, Manager, Retail Marketing
Dana Dumouchelle, Manager, Production
Celine Colbourne, Assistant Manager, Production
Anteia Alexis, Senior Manager, Sampling & Promo
Julia Bursey, Manager, Sampling
Taylor Frayne, Sampling & Promo Coordinator
Brittany Hermitt, Manager, Experiences
Daniel Guarino, Senior Manager, Experiences
Deborah Neff, Senior Vice President Marketing

Media Agency: dentsu luxe, SephoraONE a Publicis agency
PR Agency: The Colony Project