February 7, 2017

#NeverStop

Last week, Sephora launched a new digital campaign aimed at promoting inclusivity within its brand.

Though not necessarily a political message, the timing of the campaign with the current political climate is worth noting.

The launch debuted on Facebook and Instagram with a 45 second video focusing on 5 women with different beauty narratives.

Shorter 10 second videos have been coming out over the past week highlighting each individually on what beauty means to her.

Videos

The digital campaign will continue to employ Facebook and Instagram to roll out video and still images accentuating the diversity of their clientele.

The brand hopes to interact with consumers through the #NeverStop hashtag and encourages followers to share their own beauty stories.

Sephora will also use Snapchat’s branded geo-filters.

Sephora is trying to solidify a bond with its consumers in a time of political tumult over women’s, racial, immigrant, and LGBTQ issues.

Many believe that brands should have a personality yet remain politically neutral.

What does it mean for brands tocomment on politics?

Sephora is not the only brand to make a statement this week. The Superbowl saw many advertisements with a political undertone. Wix, Coca-Cola, Air BnB, Google, Expedia, Buswiser, Audi, and Lumber 84 also had politically charged advertisements focusing positively on inclusivity, togetherness, religious freedom, and environmental issues.

Lumber84 Commercial

Sources http://www.urbanandstylish.com/beauty/2017/02/sephora-launches-neverstop-ad-campaign/http://www.adweek.com/digital/sephoras-new-digital-campaign-is-a-timely-anthem-for-inclusivity/http://www.adweek.com/brand-marketing/even-in-a-divided-america-super-bowl-advertisers-seemed-to-double-down-on-politics/