In BETC’s press release for its new Sephora campaign, The Unlimited Power of Beauty, the agency writes, “Beauty is changing. It is no longer just on catwalks or in magazines but in our friends’ selfies or the latest uploads from influencers. Our smartphone screen has become our bathroom mirror. Its meaning is also evolving—in culture, entertainment and social media, people are challenging the status quo, giving their own interpretation of what it means to be beautiful.”
Let’s hope so.
For once, advertising is doing its bit rather well. BETC and Sephora are doing their bit particularly well. Their campaign is led by a three-minute film, directed by Jonas Lindstroem, that documents the life of a woman from childhood. Over the montage of scenes from 2001 to 2053 is one woman’s story of her relationship with herself and her beauty. As a woman, I’d guess that it’s every woman’s story [:ed]
It’s a very different campaign from the crowd of beauty advertising out there. It does more than show diverse ideas of beauty and hope that women “catch on”. It tells women that beauty is diverse, that it changes over time, and that beauty is more than one’s external features.
The campaign underlines Sephora’s attitude to beauty, that it is “limitless, because there are as many beauties as there are people in the world, and the same person can explore many facets of it in a day, or a lifetime. It gives us the power to assert and love ourselves. Beauty is not a standard, a size or a filter, but a tool of power and confidence.”
The campaign’s print executions feature images captured by British photographer, Nadine Ijewere. Each of the twelve prints carries the brand’s message in “mantras” while advertising its different departments (perfume, make-up, skin care).
“The Unlimited Power of Beauty is a signature that delivers a strong, ambitious and all-encompassing view of beauty. It reaffirms the industry’s role, and thus Sephora’s position as a leader, and it creates room for self-expression, showing the variety of authentic and powerful beauties that make up today’s world,” stated Rémi Babinet, founder, president and creative director BETC Group.
For Florence Bellisson, chief creative officer at BETC Etoile Rouge, added “Beauty is evolving and no longer has any real requirements. We wanted to produce something true, hence the choice of the diverse casting and creatives. This campaign is both very complete and very SEPHORA because it combines authenticity, emotion and joy. This new vision aims to build SEPHORA’s cultural footprint.”
The campaign went to air on free to air and cable TV in France on February 23 and ran in cinemas for 3 weeks from February 19, on billboards until February 25 and in-store from February 18.
Executive Creative Director: Rémi Babinet
Creative Director: Florence Bellisson
Creative Supervisor: Yuki Kani
Associate Creative Supervisor: Peggy Baunay
Art Director (film): Manon Damelincourt
Art Director (print): Jonathan Baudet Botella
Assistant Art Director (print): Joachim Touitou
Copywriter (film): Xander Smith
Copywriter (print): Clara Lafuente
Account Management: Rémi Babinet, Olivier Vigneaux, Alice Dumortier, Caroline Flak & Zoé Bianchina
Strategic Planning: Jean-Patrick Spitz & Donya Bouzarjomehri
Director Of Music Creation: Christophe Caurret
Traffic: Letizia Felici
TV Producer & Art Buyer: Elodie Frevillez Wattinne
Production Company: Iconoclast
Director: Jonas Lindstroem
Executive Producer: Charlotte Marmion
Sound Production: Iconoclast Publishing
Client Team: Guillaume Motte, Lisa Attia, Laetitia Rambaud & Bénédicte Sugauste