MI&C was asked to introduce Sephora’s new subscription service in a way that felt true and exciting to its millennial consumer, as well as unique within the online beauty ecosystem. More specifically, our efforts sought to:
Create engaging video content with maximum views and a strong average view duration, or % of each video that is watched.
Engage Sephora’s discerning customer base of beauty lovers, encouraging their personal relationship with beauty and Sephora.
As an indirect measure, track the influence of video exposure on subsequent online shopping behaviors (browsing & buying), with a view to moving toward an ROI model in future.
And lastly, to retain Sephora’s status as a leader, sharing its knowledge for the world of Beauty.
Our efforts were in two parts — the launch video and the subsequent digital content. With each piece, MI&C came up with the visual language, creative-directing the Sephora content.
The launch video was created to visualize the monthly program based on storytelling best practices. MI&C used a flat-lay composition to focus our viewer on a Sephora Play! box as it is progressively opened. This method is not only visually beautiful, but also effectively allows the viewer to step into the Play! experience.
Narratively, the video illustrates two timelines: the process of unboxing/discovery, and the greater passage of time (indicated through the changing backgrounds) where the Sephora Play! box becomes a monthly occasion to celebrate beauty.
Just as the arrival of the monthly subscription feels personal and fun, our content had to create a one-to-one friendship with the consumer. To this end, MI&C created companion videos for Sephora’s Augmented Reality app feature. Within the Sephora app, users could simply hover over a product in the monthly informational booklet to activate a corresponding how-to video featuring Sephora’s team of professional makeup artists. This multimedia approach optimized Sephora’s fresh, educational content to create a true interactive hub that encourages learning and exploration.