No suggestions available
Show me all Nike projects
Home

Sephora Express All of You

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.

Close-up of a persons face with colorful pastel eye makeup in pink, green, purple, and gold shades, a silver nose ring, and a small hoop earring, with a neutral background.

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.

A collage of black and white close-up portraits of diverse people, highlighting faces, eyes, lips, and smiles in individual frames arranged in a grid pattern.

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.

  • 850

    locations in the UK

  • 133

    million impressions

A joyful woman with dark skin smiles widely, showing her teeth. She has green eye shadow, dark lipstick, large hoop earrings, and short natural hair. Her fingers are gently touching her chin against a neutral background.

Related Work

Prada Beauty

Activating beauty

Hero – Prada Beauty

Buckingham Palace

Forever

QPJ-hero

MARV

Visual Identity

MARV Cover

Gucci x The Savoy

The Regeneration Suite

The Regeneration Suite - Hero

What’s your next frontier?

Footer Fallback Image Gradient
Footer Fallback Image Gradient
  • Privacy Policy
  • Cookie Policy
  • Perspectives
  • AKQA Companies
  • Sustainability
  • News