Case Study: Sephora Collection achieves a 17‑point lift in ad recall with Instagram creator-led ads

Sephora - Customer Case Study

Sephora Collection, the in‑house beauty brand of Sephora (part of LVMH), needed to drive awareness for its first perfume, DO NOT DRINK, at a time when store closures and low foot traffic limited sampling and discovery. Facing a crowded fragrance category, the brand sought a bold digital ad strategy to stand out and boost product consideration.

Sephora partnered with Instagram creators to launch “Smell With Your Eyes,” mobile‑first videos that visually translated scent notes (partnering with creator-neuroscientist Jessica Herrington and 3D animator Roman Bratsch). A split test against business‑as‑usual creative showed strong gains: a 17‑point lift in ad recall, 6.6‑point higher brand awareness, 2.4‑point higher consideration and a 1.3‑point lift in purchase intent.

Sephora

Samantha Etienne

Chief Executive Officer