SEPHORiA: House of Beauty - The Shorty Awards

ObjectivesTHE ASKTransform Sephora’s biggest beauty event of the year – SEPHORiA – into a hybrid experience for the first time ever for an international community of beauty lovers. Build an approachable, interactive, fun and socially-driven hybrid beauty environment that celebrates diversity, encourages positive brand perception, and highlights Sephora’s product differentiation as a premium beauty event.THE LANDSCAPESEPHORiA: House of Beauty has grown exponentially since its launch, starting as a live ticketed event in Los Angeles in 2018 and 2019 before pivoting to virtual in 2021 and 2022. As the next evolution for Sephora’s flagship event, OBE was asked to unite SEPHORiA into a cohesive hybrid experience with the in-person portion occurring in New York City while the highly engaging, gamified SEPHORiA Virtual portion was available to the wider global audience. This hybrid approach was destined to be more connected, more innovative, and more expansive than ever before, cementing SEPH...