Sephora Expands Annual “SEPHORiA” Event Into The Metaverse

The SEPHORiA event featured a series of virtual "rooms" where attendees could engage in live-streamed masterclasses and games designed to collect tokens that were redeemable for points in Sephora’s Beauty Insider loyalty program. Responding to popular demand from previous events, Sephora increased the number of interactive games, allowing users to exchange five tokens for 500 loyalty points.

This year also is Sephora's first time marketing with an NFT giveaway, which resulted in the creation of 8,000 digital wallets and the distribution of 6,500 NFTs using the Polygon blockchain.

“As we’re thinking about how we’re evolving our experiential strategy, we certainly want to be able to ensure that we can provide attendees with the flexibility to attend how they would like, whether it is in the virtual space or whether it is live. We certainly see hybrid, as it relates to SEPHORiA, being the path forward as we go into 2023,” said Jess Stacey, Sephora SVP of External Communications, Event and Experiential Marketing.

This isn’t the first time a beauty industry giant has leveraged NFTs. L’Oréal Paris launched an NFT campaign to empower women, and NYX makeup (owned by L’Oréal) launched NFT-based avatars in The Sandbox to celebrate diversity.