Pure Beauty

Sephora’s gamified beauty event Sephoria returns with hybrid in-person and virtual experience

By Austyn King | Published: 11-Jul-2023

Drunk Elephant, Rare Beauty and NARS are among the brands that will be showcased in the retailer’s ticketed NYC event as well as online

Sephora has announced the return of its beauty event Sephoria, running for the first time as a hybrid experience with both an in-person and virtual experience.

Taking place from 29-30 September, the 2023 edition will include a live, ticketed event in New York City, US. 

Sephora is also hosting an "immersive virtual experience" on a 3D gaming-like platform with a “unique, playful and socially driven approach” showcasing Sephora’s products and diverse community, according to the LVMH-owned retailer.

Both events will feature exclusive content from more than 50 brands including Drunk Elephant, Rare Beauty, NARS, Sol de Janeiro, Pat McGrath Labs, Tom Ford, Caudalie and more.

Attendees to the virtual experience will be able to create their own avatars and take part in a series of games, with the opportunity to earn Beauty Insider loyalty card points for customers in the US and Canada. 

They can also receive a unique free NFT or POAP (Proof of Attendance Protocol) upon entering that can be added to their digital wallets.

“We are beyond thrilled to introduce the latest iteration of Sephoria with our first-ever hybrid experience, including an in-person event in New York City,”  said Jessica Stacey, SVP External Communications, Event & Experiential Marketing at Sephora.

“Falling within our 25th Anniversary year in the US, this event marks an exciting milestone and serves as both a celebration of our past and a nod to our future, as well as a symbol of the remarkable benefits of being a cherished member of Sephora’s community.”

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Sephoria made its debut in 2018 as an in-person event in Los Angeles, US.

However, the event was cancelled in 2020 due to the Covid-19 pandemic, and has since shifted online as a virtual experience for its 2021 and 2022 editions.

This year will also see a second live event in Paris following its NYC flagship, with details yet to be announced, as part of a push to be more accessible to a global audience, the retailer said.

“While we’re grateful for the return to an in-person experience, we also recognize the importance of making these events inclusive and broadly accessible to our global beauty community and will do so with free virtual components that are equally enriching,” added Stacey.

“We can’t wait to debut our biggest event endeavour yet and deliver on an unforgettable beauty experience in partnership with many of the world’s best brands.”

Registration for the Sephoria event in NYC will open later this month, with two ticket tiers available: Silver Key for US$99 and a Gold Key for $349 per session, while prices will increase next month.

Attendees will receive a goody bag of full-sized beauty products worth up to $1,000 for the highest tier ticket holders.

Customers can register to attend the virtual event for free, with the option to purchase goody bags for $65, featuring a selection of travel-sized products said to be worth more than $300.

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