Sephora hosts a beauty event in the Metaverse

In Brief

Sephora hosts its second metaverse event, SEPHORiA, and offers guests NFTs for attendance

The event drew in 16,000 participants, over thrice more than in 2021


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Beauty retailer Sephora hosted its yearly event “SEPHORiA” in the Metaverse.

On September 18, users from all over the world could participate in virtual activities prepared by the company. The event was live for four hours and counted 16,000 participants. 

Sephoria event featured a virtual house filled with rooms of exclusive content. Users could access the SPA, the Sun Room, the Home Theatre, “La Sala,” and the Kitchen. The rooms hosted different virtual activities, such as master classes and games. Industry experts talked about makeup, mental health, wellness, and inclusivity in live-streamed and pre-recorded video events. 

Participation in gaming activities granted users free tokens to be exchanged for a maximum of 500 points for Sephora’s Beauty Insider loyalty program. As a bonus, Sephora gifted all participants with commemorative NFTs. 

Additionally, Individuals that acquired “Beauty Besties” passes for the event received beauty kits delivered to their IRL houses. The boxes included full-size and travel-size products, as well as samples from well-known industry leaders. It’s worth noting that only US and Canadian residents had the opportunity to purchase “Beauty Besties” and “Shelfie Standouts” packages. 

“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 the SVP of external communications, event, and experiential marketing at Sephora, Jess Stacey. 

SEPHORiA is a big beauty festival first introduced in 2018 as an IRL event. After the pandemic, the company opted for a virtual format accessible to users worldwide via desktop or mobile devices. In 2021, Sephora hosted the first Metaverse-based event, which attracted 5.000 users. With the audience tripling this year, it’s clear that beauty enthusiasts worldwide are also into metaverse events.

The beauty sector is entering the metaverse, and Sephora is just one of many companies that have shown interest in Web3. Earlier this month, hair product brand Olaplex introduced its virtual influencer into Decentraland. Meanwhile, in March, Charlotte Tilbury created its own Metaverse to promote the new Pillow Talk make-up products in ‘Pillow Talk Party Virtual Beauty Wonderland.’ Another well-known and well-loved beauty brand, Estee Lauder,  launched a premier NFT wearable, inspired by its popular serum ‘Advanced Night Repair.’

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Valeria Goncharenko

Valeria is an Italy-based writer passionate about Web3 and innovation. She is getting her second Major in International Business Management while dedicating her spare time to photography and fashion.

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