Sephora Brand Fair: Finding Individuality Through Coalescence

Complacency isn’t in Sephora’s vocabulary. As a giant in the beauty industry, it’s integral that they stay ahead of the competition, and one of the ways the brand does that is through educational events.

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This initiative brought SephoraCon to life, an experiential marketing event that gave Sephora staff the hands-on opportunity to gain deeper product knowledge about a variety of brands that are sold in their stores, test product samples, and network with product experts.

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In collaboration with The Concierge Club, the participating businesses at the Sephora Brand Fair built and designed individual booths to house their product presentations. Each booth was thoughtfully planned to achieve uniqueness and tell a story that leaves you wanting more.

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Keep scrolling to learn how they did it.

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About Sephora

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Sephora is on a mission to promote an intuitive in-store and online shopping experience that inspires fearlessness among customers. With over 2,700 stores worldwide, the personal care and beauty brand heralds itself as an industry-leading champion of inclusivity, diversity, and empowerment.

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Since 1970, Sephora has been an open-sell environment that houses various products from curated brands, trusted classics, and even a titular collection. Because of its unparalleled logistics, Sephora is known all over the world. Its undeniable presence stands strong as it continues to provide unbiased services, innovation, and expansion.

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As Sephora continues to wear its crown and sashay its way to the top of the beauty industry, a brand fair was held to further relationships with beauty and skincare lines under its umbrella. With the help of The Concierge Club, Sephora pulled a stunning event that will be remembered as one of the fairest of them all.

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About The Concierge Club

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The Concierge Club is a premium event and experiential marketing agency in Canada. Known for delivering luxury campaigns, the company continues to work with a long list of notable clients in North America.

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When it comes to crafting experiences, The Concierge Club has perfected the art of making it unforgettable. As a 100% women, minority-owned organization, they know exactly how to break the mould and exceed a client’s needs. Through meticulous design inspiration, The Concierge Club are limit breakers that let the creativity flow freely through their work.

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In the past, Sephora collaborated with The Concierge Club to host a Yves Saint Laurent pop-up in Canada. The event was draped in thematic decor and truly shined the spotlight on the beautiful products showcased by YSL.

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The Strategy

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With the help of The Concierge Club, Sephora hosted an immersive brand fair experience earlier this year showcasing some of the world’s biggest beauty brands. The event was held in the picturesque Niagara Falls, making the experience that much more memorable for attendees.

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The purpose of the event was to “edutain” Sephora employees and brand teams from each head office, giving them the opportunity to build relationships with representatives of participating companies, test products, mingle, ask questions, and provide feedback.

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The Concierge Club made the event possible by designing and creating custom-branded spaces for the following brands:

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• MoroccanOil
• Tatcha
• Laneige
• Kayali Fragrances
• Huda Beauty
• Supergoop
• Summer Fridays
• Skinfix
• Olaplex
• Innisfree
• Laura Mercier
• Bare Minerals
• Milk Makeup

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The Execution

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The Concierge Club worked closely with each participating company to bring their vision to life—from conceptualizing the story element, to integrating an experience component. When it comes to brand fairs, you only have a few moments to spark initial interest and draw in the consumer. That’s why it’s just as important that your booth not only visually stands out, but also includes an immersive element that attendees can remember and talk about.

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Every brand has a story worth telling, and The Concierge Club possesses the innate ability to tap into this element in order to build custom spaces that engage attendees. By creating on-brand cohesiveness, the message gets delivered and stays remembered. And that’s where the story of elevated brand awareness begins.

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The Results

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SephoraCon was a thriving success! Approximately 450 attendees were able to view live demonstrations, meet experts at some of the biggest beauty brands in the world, and learn more about the products they sell every day. This type of experiential marketing not only increases awareness for the brands that participate in the fair, but it also provides Sephora employees with the inside knowledge they need in order to build better relationships with Sephora customers.

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From the perspective of the participating beauty brands, the Sephora Brand Fair was incredibly beneficial for them too. It was a perfect opportunity to introduce new products and services before they roll out on the shelves. Stories of beauty and innovation were immersed in—and now, it’s one for the books.

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Events by The Concierge Club: The Fairest of Them All

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Hosting a brand fair, conference, trade show, or corporate event lets you enjoy phenomenal benefits such as raising brand awareness, networking, and building a database. However, these are only yours to reap if the function is a success.

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Make it a memorable experience with The Concierge Club, a premium experiential marketing agency that knows what it takes to inspire audiences to engage with your brand. Let’s make your events the fairest of them all.

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Contact us today to learn more about our services.