Immersive Sephora beauty event features new theme and destination
The "Sephoria" event annually held by Sephora returns in September with a couple of new aspects.
The beauty giant, a subsidiary of global retail conglomerate LVMH, hosts Sephoria in Atlanta for the first time on Friday, Sept. 27 and Saturday, Sept. 28, 2024, at the city’s Pullman Yards venue. Ticket sales begin Tuesday, July 16.
In addition to a new destination, Sephoria also debuts a new theme this year, “Beauty Funhouse,” which the retailer says “celebrates a spirit of joy, surprise, and discovery in beauty.” The theme will include multi-sensory activations, as well as on-site brand booths and masterclasses.
Previously held in 2018 and 2019 as a live, ticketed event and in 2021 and 2022 as only a virtual experience, the 2023 edition of Sephoria marked the first time it was held in a hybrid format, with a live, paid ticketed event in New York City and as a free global virtual experience in select markets.
In-person 2024 Sephoria events will also take place in Paris (Oct. 4-5), Shanghai (Oct. 24-27), and new locations Rio de Janeiro (Nov. 1-3) and Dubai (Nov. 6-8).
The event will also feature surprise guest appearances, social content opportunities, and swag as well as a dedicated spotlight on Sephora’s "We Belong" campaign of inclusion.
[READ MORE: Sephora pauses for diversity training June 5]
"We are thrilled to take the Sephoria experience to Atlanta, broadening our reach and creating buzz in a highly immersive new market," said Jessica Stacey, senior VP external communications, experiential & marketing partnerships at Sephora. "Sephoria promises to deliver on an abundance of newness this year – starting with our captivating ‘Beauty Funhouse’ theme. We look forward to debuting an ever-evolving beauty event and celebrating our beautifully diverse community with surprises and perks throughout the event journey."
Sephora operates more than 600 stores across the Americas, as well as more than 850 store-in-store locations in the U.S. via a long-term strategic partnership with Kohl’s.
