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Sephora collaborates on streaming promotional docuseries

Sephora Faces of Music
Sephora has a new "Faces of Music" docuseries on Hulu.

Sephora U.S. is reaching out to consumers via a three-part documentary on a major streaming platform that examines the links between beauty and music.

The beauty giant, a subsidiary of global retail conglomerate LVMH, is partnering with Digitas Pictures and Imagine Documentaries to present “Faces of Music,” a docuseries directed by filmmaker Ting Poo, on the Hulu streaming platform. 

The three-part series, now available to stream on Hulu, offers a behind-the-scenes look at the inspiration and creation behind iconic beauty looks from pop music performers Chappell Roan, Victoria Monét and Becky G. 

While this is not the retailer’s first music-themed promotion, the collaborative project is one of the first major initiatives of the newly formed Sephora marketing partnerships team, which aims to connect the retailer with new audiences by forging strategic alliances across various media verticals.     

“Sephora has long been a champion of honoring each individual’s self-expression,” said Zena Arnold, chief marketing officer at Sephora U.S. “With ‘Faces of Music’, we’re taking that commitment to the next level, exploring the artistry demonstrated in both beauty and music, and showcasing how these incredible musical artists use both mediums as powerful tools to define themselves and share their art.” 

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Other significant efforts by Sephora to reach consumers using innovative methods include its annual immersive “Sephoria" event. 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 took place in Atlanta, Paris, Shanghai, Rio de Janeiro and Dubai. The events featured surprise guest appearances, social content opportunities, and swag as well as a dedicated spotlight on Sephora’s "We Belong" campaign of inclusion. 

[READ MORE: Immersive Sephora beauty event features new theme and destination]

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.

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