Sephora marks UK return with Express All of You campaign

By Jo Allen | Published: 17-Oct-2022

The retailer celebrates the 'experimental definitions' of British beauty

Sephora is marking its imminent UK launch with a new campaign celebrating the 'multidimensional identities' of British people, and the unfixed and experimental definitions of what beauty can be in the country.

Launching tomorrow, 18 October, the Express All of You campaign has been created in partnership with design and innovation studio AKQA and seeks to connect with audiences with through the portraits of five joyful Brits, inviting them to express their most authentic selves through beauty.

The campaign coincides with the launch of, which will go live on 19 October along with a shopping app.

With a 3D animation featuring on the curve screen of London's Piccadilly Circus, the campaign will also appear on billboards, bus stops, underground stations and on a select number of London black taxis, backed by digital coverage including a TikTok activation.

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“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,” commented Steve Lesnard, Global Chief Brand Officer at Sephora.

The retailer, which acquired British online beauty player Feelunique in 2021, is planning to open a London-based bricks-and-mortar store in Spring 2023, ahead of a UK rollout.


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