SEPHORA
BE PRETTY UGLY
WE ALL SEE THE GOOD AND
THE BAD IN OURSELVES.
BUT PEOPLE OFTEN FEEL THAT THEIR
UGLINESS OVERSHADOWS THEIR PRETTINESS.
SEPHORA IS THERE FOR YOU THROUGH
YOUR PRETTY AND YOUR UGLY.
PRINTS
OUT OF HOME
SOCIAL MEDIA CONTENT
In addition to the celebrity takeover, Sephora will also regularly post tips on how to be Pretty Ugly and other posts highlighting why people should seek to be Pretty Ugly.
Every week, Sephora’s Instagram will be taken over by a new celebrity. The celebrity of the week will be introduced at the start of the week via an interview-like video, where the celebrity gets their makeup done and is simultaneously asked questions about their thoughts on beauty standards, their own beauty, what makes them Pretty Ugly, etc. Throughout the week, the celebrity will be vulnerable, posting authentic ‘day in the life’ videos, talking about how they are Pretty Ugly, and going live on Instagram to do Q & A’s.
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Introduction videos of featured celebrities will show them talking about their skincare and makeup choices while getting it done by Sephora professionals.
The stars will dive into how they’ve found ways to be Pretty Ugly through their skin and makeup choices and how they’ve navigated insecurites throughout their lives and careers.
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TV SPOT
AD-LIKE OBJECT
The Adlob portion of Sephora’s ‘Pretty Ugly’ campaign is a wall in Times Square. The wall will define ‘pretty’ and ‘ugly,’ and pose the question, ‘What’s your Pretty?’ Visitors are invited to answer the question by writing a word that describes them on a smart board and taking a photo. These photos, along with their chosen words, will be showcased on a Times Square billboard with images rotating as new submissions come in throughout the day.
With the Adlob portion of the campaign, we hope to show people that Pretty Ugly is not only a reality, but (should be) an aspiration. Additionally, we want to show people that there isn’t a standardized way to be Pretty Ugly.
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DIGITAL
Sephora will bring their Adlob advertising tactics for the Pretty Ugly campaign to the digital world through a specially created website.
This simple website will invite users to share a few paragraphs describing how they've grappled with feeling both pretty and ugly in their life (according to the definition outlined in the pop-up) and take an (optional) photo of themselves through their web-camera. Users will then be able to post their writing and photo to a wall on the website where they can browse the stories of other submissions.
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