The Latine audience is widely underrepresented by the beauty industry—even though they’re one of the category’s top spenders.
Sephora wanted to build a stronger connection with the Latine audience and position itself as an inclusive and welcoming brand. In a landscape where other retailers were taking a one-size-fits-all approach to targeting, we knew we needed to get personal.
The Latine community approaches beauty differently. So, we needed to speak to them differently.
Our research revealed that for this audience, beauty is a communal experience. Beauty traditions are passed down from generation to generation, and self-care and self-pride are paramount. To connect with Latine shoppers in a way that honors their unique relationship to beauty, we created The Foundation of Belleza: an original series that delves deep into the legacy of Latine beauty rituals and sheds light on the generational wisdom that’s still fueling beauty culture today.
To bring the series to life,
we needed a village.
We found the perfect platform partner in Peacock, whose strong multigenerational Latine viewership would put The Foundation of Belleza in front of the right audience. We then enlisted award-winning director Gabriela Ortega to tell the cross-generational stories of three Latine beauty founders with brands exclusive to Sephora: Babba Rivera (Ceremonia), Desiree Verdejo (Hyper Skin), and Carina Chaz (DedCool). We also invited Emmy award-winning host Adrienne Bailon-Houghton and Latine influencers Andrea Meza and Kristal Heredia to participate in the series and amplify our reach.
We made our debut at a big moment for Latine beauty.
We premiered the series announcement for The Foundation of Belleza with linear and digital placements across Telemundo at a moment Latine beauty was top-of-mind for our target: the Billboard Latin American Music Awards. Plus, we supported the launch with a 360° communications push that included everything from Sephora employee newsletters to social teasers posted by our talent to a larger-than-life OOH placement above the Times Square Sephora storefront.
Most importantly, Latine beauty lovers were able to see themselves in the Sephora brand.
A post-launch brand lift study confirmed that The Foundation of Belleza’s message of inclusivity and cultural celebration got through to our audience. The series and surrounding media placements resulted in a striking 13% lift in Sephora brand trust and an 11% lift in recommendation intent among Latine audiences.
