Sephora and Lady Gaga launch ‘We Belong to Something Beautiful’ global campaign via Maison BETC Paris and BETC Fullsix

Sephora, in partnership with Haus Labs By Lady Gaga, is championing beauty, belonging, and mental health in its new campaign produced by Maison BETC Paris (formerly BETC Etoile Rouge) and BETC Fullsix.

At the heart of this campaign is a new film featuring Lady Gaga sharing her vision of beauty as being part of a kind, inclusive, joyful, inspiring community, where everyone can safely explore and express themselves, mirroring Sephora’s purpose and vision. The film highlights “Classes for Confidence,” a program that brings community members together around a shared passion for beauty and storytelling.

Florence Bellisson, President and Chief Creative Officer at Maison BETC Paris, reveals how the campaign was made pointing out its casting specificity: “We went further in casting and selected people for their unique & authentic beauty stories. The Voice over in the film is created from the real people verbatims.”

The campaign offers a new way of telling the story of the “We Belong To Something Beautiful” platform, through intertwined testimonies that blend in a voice-over, advocating for self-acceptance and highlighting the essential role that beauty and community play in building self-confidence. To convey this vision, we decided to work with director Fenn O’Meally and photographer Adrienne Raquel, whose subtle eye and deep sensitivity brought the authenticity and emotional nuance this story deserves.

“At Sephora, we’re driven by our Purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty,” says Deborah Yeh, Global Chief Marketing Officer of Sephora. “Lady Gaga’s personal story is a magnificent illustration of the values we promote every day and having her sharing her own feeling about what Sephora is all about is an incredible testimony for us.”

First launched in June for Pride Month, with a solidarity action supporting LGBTQIA+ communities in partnership with Lady Gaga’s Born This Way Fondation, the 360 campaign will be fully deployed in the United States, Europe, South East Asia and Australia in September with TV, VOD, in-store displays, social media, OOH, and DOOH.

BRAND SEPHORA
BRAND MANAGERS DEBORAH YEH
NESSIM KHALFI
SANDRA SAMARAKODY
AD AGENCIES MAISON BETC PARIS
BETC FULLSIX
AGENCY MANAGERS OLIVIER VIGNEAUX
MATHIEU ROUX
EMILIE GRIMALDI
SARAH POINSOT
VALENTINE MOURA
PRESIDENT & CHIEF CREATIVE OFFICIER FLORENCE BELLISSON
CREATIVE DIRECTOR MARIE ROQUELAURE
SENIOR ART DIRECTOR SÉBASTIEN MASSE
ASSISTANT ART DIRECTOR EMMA GALWAS
COPYWRITER SHANICE CLARKE
MUSIC CREATIVE DIRECTOR ADAM GHOUBALI
STRATEGIC PLANNERS ARNAUD GISCARD D’ESTAING
ALICE OUARY
KENZA MEHDI
CREATIVE RESOURCES COORDINATOR ANNE GUILLAUME
ART BUYER ISABELLE MOCQ
TV PRODUCERS SÉVERINE GENDRE
LOUISE LABORDE
SARAH DUFIEF
PRODUCTION COMPANY PHANTASM
SOUND COMPANY GUM
DIRECTOR FENN O’MEALLY