Sephora Black beauty is beauty
Sephora came to R/GA having signed the 15% Pledge, a commitment by major retailers to dedicate a minimum of 15% of their shelves to Black owned brands. But they didn’t want to stop there.
We started with a strategy that echoed a truth Black people have known since forever: the influence and ingenuity of Black people has led to many of the beauty trends, ingredients, tools and language we all enjoy, yet Black beauty culture has largely been appropriated and ignored by the mainstream.
We created a film about that influence with a laundry list of receipts to back it up, and showcased Black and non-Black people using these tools, techniques and trends. Then followed up with a Search hack that replaced “Black beauty” search results from a horse, to real Black beauty.
