Case Study: Sephora transforms SEPHORiA into a hybrid beauty experience with On Board Experiential Marketing

Sephora turns SEPHORiA hybrid with On Board Experiential Marketing, drawing 90k virtual registrants

Sephora faced the challenge of transforming its flagship annual beauty event, SEPHORiA: House of Beauty, into a hybrid experience for the first time. The goal was to create an approachable and interactive environment that would cater to an international community of beauty lovers, celebrate diversity, and reinforce Sephora's premium brand positioning. To achieve this, Sephora partnered with vendor On Board Experiential Marketing to develop a cohesive hybrid event strategy.

On Board Experiential Marketing created a hybrid experience with an in-person event in New York City and a parallel global virtual environment. The solution featured a creatively designed "apartment" venue with themed rooms and a gamified metaverse space, both offering master classes, brand interactions, and photo opportunities. The results were highly successful, with the in-person event selling out to over 4,000 attendees and the virtual experience attracting 90,000 registrants. The event also won numerous awards, solidifying its impact and success for Sephora.

Sephora