In the spring of 2018, I participated in FAME by Grey, a pilot portfolio-building class at Grey Advertising. Each week, we were assigned a new brief and were responsible for developing a pitch on our own.
This brief challenged us to “break” the beauty category, creating a revolutionary idea to stop the consumer on their tracks.
Feel Yourself invites Sephora customers to enjoy their beauty routine as a process rather than the means for a result. It emphasizes the tactile pleasures and the comfort of a beauty ritual.
Beyond the ads, my pitch also imagined an expansion of Sephora’s Beauty Bar services with a focus on instruction and a DIY mindset — where a customer could first learn how to apply their own makeup from a specialist, and then be invited into a secluded, quiet room to put that knowledge into practice in a relaxing and rejuvenating space.