French beauty chain Sephora has launched a new campaign under the headline "The Unlimited Power of Beauty", which marks a change in brand positioning. The new campaign is deliberately different from the activities of previous years, noted in BETC Digital.
A three-minute video shows the story of a woman’s relationship with her image throughout her life. The video illustrates how the same person can explore different aspects of beauty throughout life, even in one day.
In the new campaign, BETC showed a “more natural, real and inspirational” view of women. “This is a real message about self-identity and self-awareness, without reference to imposed standards,” the agency said. In support of the film, 12 prints were created that convey the story of beauty with the help of a variety of portraits of different ages, gender, type of figure and style.
“The Unlimited Power of Beauty is a signature that delivers a strong, ambitious and all-encompassing view of beauty,” says Rémi Babinet, founder, president and creative director of BETC Group. “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.”
Credits:
Agency: BETC
ECD: Rémi Babinet
Creative directors: Florence Bellisson
Creatives: Yuki Kani, Peggy Baunay
Production company: Iconoclast
Director: Jonas Lindstroem
sephora.fr; betc.co.uk
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