SEPHORA

BRAND ACTIVATION

Case Study

SEPHORA

BRAND ACTIVATION

Case Study

SEPHORA

BRAND ACTIVATION

Case Study

ROLE

ROLE

ROLE

Creative Direction, UX Flow Design, Campaign Oversight, Festival Experience Design, Partner Brand Integration, Stakeholder Approvals

Creative Direction, UX Flow Design, Campaign Oversight, Festival Experience Design, Partner Brand Integration, Stakeholder Approvals

Making Beauty an Experience

Sephora needed to make a cultural impact that embraced the artistic side of beauty. Our approach: the Sephora Artistry House and IG Cubes, designing a flow that mixed flash makeovers, aura photos, tattoos, and partner activations with brands like Jo Malone, Milk, and Skinfix. The result: over 32,000 direct interactions, stronger awareness and purchase intent, and a presence people lined up for and shared.

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CHALLENGE

CHALLENGE

CHALLENGE

Sephora needed more than a booth in Quebec, they needed a cultural moment. I led creative direction on the Artistry House and IG Cubes, designing a flow that mixed flash makeovers, aura photos, tattoos, and partner activations with brands like Jo Malone, Milk, and Skinfix. The result: over 32,000 direct interactions, stronger awareness and purchase intent, and a presence people lined up for and shared.

Sephora needed more than a booth in Quebec, they needed a cultural moment. I led creative direction on the Artistry House and IG Cubes, designing a flow that mixed flash makeovers, aura photos, tattoos, and partner activations with brands like Jo Malone, Milk, and Skinfix. The result: over 32,000 direct interactions, stronger awareness and purchase intent, and a presence people lined up for and shared.

SOLUTION

SOLUTION

SOLUTION

We built the “Artistry House,” complete with flash makeup services, aura photos, and digital tattoos: playful, memorable hooks that tied beauty to festival culture. Outside, branded IG cubes featured partner brands like Jo Malone, Milk Makeup, and Skinfix, each with immersive photo moments. The flow was designed to move people from discovery to product trial to brand connection, all in a seamless journey.

We built the “Artistry House,” complete with flash makeup services, aura photos, and digital tattoos: playful, memorable hooks that tied beauty to festival culture. Outside, branded IG cubes featured partner brands like Jo Malone, Milk Makeup, and Skinfix, each with immersive photo moments. The flow was designed to move people from discovery to product trial to brand connection, all in a seamless journey.

OUTCOME

OUTCOME

OUTCOME

The Result

This wasn’t a pop-up. It was a full brand experience that made Sephora part of Quebec’s cultural fabric: integrating beauty with art, music, and self-expression.

This wasn’t a pop-up. It was a full brand experience that made Sephora part of Quebec’s cultural fabric: integrating beauty with art, music, and self-expression.

  • 32,000+ consumer interactions across MURAL and FEQ festivals

  • Dwell times averaged 2–12 minutes, proving engagement value

  • At FEQ alone, over 20,000 activations were completed

  • Post-event surveys showed higher Sephora awareness and purchase intent among festival-goers

  • Social sharing amplified reach, while Rouge members appreciated exclusive perks

My Role

  • Co-Led creative vision from concept to rollout

  • Designed the full UX flow and presented it to Sephora’s team

  • Built the Artistry House with flash makeup, aura photos, and digital tattoos

  • Created IG Cubes featuring partner brands—immersive photo ops for Jo Malone, Milk, and Skinfix

  • Designed the experience to guide people from discovery to trial to brand connection

My Take

It was a beast to design and deliver on tight timelines, but it paid off. We gave Sephora a presence people didn’t just notice, they lined up for it, shared it, and remembered it.

It was a beast to design and deliver on tight timelines, but it paid off. We gave Sephora a presence people didn’t just notice, they lined up for it, shared it, and remembered it.

Let's TALK

All brand names, logos, and assets are the property of their respective owners. Shown here for portfolio purposes only to demonstrate my role in past projects. Not for commercial use.

Let's TALK

All brand names, logos, and assets are the property of their respective owners. Shown here for portfolio purposes only to demonstrate my role in past projects. Not for commercial use.

Let's TALK

All brand names, logos, and assets are the property of their respective owners. Shown here for portfolio purposes only to demonstrate my role in past projects. Not for commercial use.