Case Study: Sephora achieves an 80% increase in Gen Z favourability with Instagram Reels

Sephora - Customer Case Study

Sephora Middle East sought to better engage Generation Z and improve campaign efficiency in the UAE, so the beauty retailer became the first retailer and beauty brand in the region to trial Instagram Reels as part of its marketing mix.

By adding Reels ads to its existing Instagram campaigns, Sephora saw favourability climb 80% versus its business‑as‑usual video efforts and achieved greater awareness among Gen Z. The short, immersive 15‑second format delivered a clear uplift in engagement and brand perception for the campaign.

Sephora

Margrette Costandy

Communications Director