- Sephora is asserting itself as a top skin care destination with a brand new campaign entitled “Skin Obsessed,” in response to details shared with Marketing Dive.
- Key to the campaign are two 30-second spots which might be directed by award-winning filmmaker Taika Waititi and tap into the realities faced by consumers, from navigating complex skin care routines to trying to find reliable products.
- The campaign, made with creative agency TBWAChiatDay LA, will span connected TV, online video, paid social and streaming audio. The effort arrives as Sephora continues to be a degree of growth for parent LVMH, though the sweetness retailer has seen some challenges in the U.S. around its e-commerce business.
Sephora is staking its claim in the growing skin care industry with a brand new campaign playing to the realities of navigating complex routines and countless online advice. The global skin care market is projected to grow from $122.1 billion in 2025 to over $194 billion by 2032. The give attention to relatability and approachability can also be a signal of how legacy beauty brands like Sephora are trying to ring a bell with goal consumers.
The “Skin Obsessed” campaign includes two spots, “Security” and “The Hunt.” The first follows a traveler at TSA, who’s held up as a consequence of an countless supply of skin care products before a Sephora storefront appears to assist the traveler put together a carry-on-friendly routine. The second spot sees a lady scrolling through online product reviews while trying to determine on a skin care routine, before Sephora again steps in to do the heavy lifting.
The spots were directed by filmmaker Waititi, who has directed movies including “Thor: Ragnarok” and “Jojo Rabbit” and various brand commercials, including recent Super Bowl ads for Homes.com, Mountain Dew and Lay’s. The campaign features a series of 15- and 30-second spots along with bespoke short-form social assets.
The skin care space has attracted various marketers recently. Last fall, E.l.f. Skin, the sweetness marketer’s skin care line, launched its largest brand campaign so far, “Divine Skintervention,” starring actor-comedian Megan Stalter (“Hacks”). Prior to that, Dove teamed with Drew Barrymore to combat a social media trend that has seen young girls flock to anti-aging skin care products from brands like Drunk Elephant.
Beyond its recent campaign, Sephora has also been lively this yr with the premiere of its first international film, “Beauty & Belonging,” focused on highlighting diverse perspectives on beauty, a move that comes as various others retreat from diversity, equity and inclusion initiatives. Last March, the retailer partnered with Latin culture publisher Remezcla on the launch of a brand new editorial vertical focused on beauty.
Sephora continued to grow in the primary quarter of 2025, driven by the success of an exclusive brand curation strategy that has allowed it to align itself with popular product lines like Selena Gomez’ Rare Beauty. However, Sephora’s e-commerce business in the U.S. has tracked less momentum recently, a roadblock attributed in part to Amazon’s aggressive pricing that usually matches or beats Sephora’s pricing. Amazon’s revenue was up 10% yr over yr in Q4 2024 to $187.8 billion.
Despite Sephora’s growth, parent LVMH saw organic revenue decline 3% yr over yr to $21.9 billion throughout the first quarter, a decline attributed to double-digit softness in Asia and a 3% decline in the U.S.
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