Retail in Asia


Sephora Relaunches Virtual Gaming Experience – Sephoria

Sephora announced its virtual gaming experience, Sephoria, is returning. The platform welcomes users to explore its brand online.

Alongside the relaunch of its virtual experience, Sephora is also hosting an exclusive beauty event to raise brand awareness. The ‘Sephoria: Virtual House of Beauty’ event will take place on September 18 and feature an interactive house, with multiple rooms showcasing the retailer’s product selection and participating brands.

The venue will include a reception room featuring information about the event, a theatre that displays the most popular products, and a space to showcase BIPOC and Latino beauty brands under the banner of Diversity in Beauty.

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The brand has also announced that it will introduce a new platform to visitors during the new activation, through which they can play games and earn points. Through live chat features, attendees can also interact with the brand’s founders, Sephora experts, and other content creators.

The event follows Sephora’s virtual event last year, this time with more advanced features and a broader audience. The program will now be offered globally for the first time, opening for customers in the US, Canada, France, Spain, and Italy. Participants in the US can also purchase a curated ‘Experience Kit’ with beauty products from participating brands.