Sephora is bringing its immersive event to New York City this fall with its first hybrid format, including an enhanced virtual experience and optimized virtual experience to reach a global audience.
From 2018-2019 the event was in person, then shifted to a global virtual event in 2021-2022. For the fifth event, Sephoria will come to life in a hybrid format for the first time with a live-ticketed event in New York City and a free global virtual experience in select markets.
Sephoria: House Of Beauty will take place on Friday, September 29, and Saturday, September 30 at the brand-new venue Skylight at Essex Crossing in Lower Manhattan. Bigger and better, the event will include innovative programming and a curated product assortment that will take beauty enthusiasts on a first-of-its kind journey. The virtual experience will consist of an immersive, customizable 3D gaming-like platform.
“We are beyond thrilled to introduce the latest iteration of Sephoria with our first-ever hybrid experience, including an in-person event in New York City. Falling within our 25th Anniversary year in the U.S., this event marks an exciting milestone and serves as both a celebration of our past and a nod to our future, as well as a symbol of the remarkable benefits of being a cherished member of Sephora’s community,” said Jessica Stacey, SVP External Communications, Event & Experiential Marketing at Sephora. “While we’re grateful for the return to an in-person experience, we also recognize the importance of making these events inclusive and broadly accessible to our global beauty community and will do so with free virtual components that are equally enriching. We can’t wait to debut our biggest event endeavor yet and deliver on an unforgettable beauty experience in partnership with many of the world’s best brands.”
Across both experiences, attendees will be able to access unique and exclusive content and discover trends from more than 50 participating brands through a unique, playful, and socially driven approach. Visitors to the virtual platform will be able to create their own avatars to experience new social touchpoints, chat live with Sephora Beauty Advisors, and play games that allow them to earn Beauty Insider points (US and Canada clients only). Attendees can also redeem a unique free NFT, or P.O.A.P (Proof of Attendance Protocol), upon entering the space that can be added to Crypto wallets for free.
The event expects to draw 6,000 in-person attendees and over 20,000 virtual participants across global markets. In-person tickets for Sephoria cost $99 for the Silver Key tier and $349 for the Gold Key tier. Registration opens July 18 for Sephora Rouge members and July 20 for all others.
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