Byline: Lisa Lockwood

NEW YORK — is moving into the second phase of its $25 million advertising campaign this year. And this time, its focus is strictly on beauty.
The new ads, which break next month, were created by Lloyd & Co.
They build on the launch campaign that used a huge ink blot to create brand awareness for both Sephora, the fast-growing bricks-and-mortar beauty chain, and, the e-commerce site. That campaign was created by DDB Needham.
According to Jim Kenney, president and chief executive officer of, based in San Francisco, “When we launched the first campaign, the idea behind it was to build brand awareness and cut through the noise level, with in beauty trying to get share of mind. That campaign was tremendously successful in building brand awareness, but what it lacked was a direct correlation to the world of beauty. It didn’t drive people to the location. It just built the awareness.
“We want to take it to the next level so people realize is the place to go for beauty. It’s an image-based campaign, opposed to an idea-based campaign,” he added.
To create that image, Sephora selected two famous faces — Kate Moss and Carmen Kass — and hired photographer Mario Sorrenti.
“We wanted the campaign to represent beauty, but with tremendous energy and sexuality to the pictures that stops you in your tracks,” said Kenney.
The ads show individual close-ups of the models, who are made up using various products sold at Each ad has copy that plays on the word “more,” such as “more shine, more shadows, more sensual.” The ads then carry the tagline: “ The most beauty online.”
The ad also contains a small box of copy that reads, “Log on to get this look.” It then describes what the model is wearing, such as Anna Sui eye color, Club Monaco cheek dew and Bourgois lipstick.
“It’s to draw people to the site from the advertising,” said Betsy Olum, senior vice president of marketing at Sephora and
“We believe it to be a striking combination of strong visual advertising and an editorial side that provides them with the tools to achieve the look themselves,” added Olum., which carries over 210 brands online and 700 collections, gets approximately one million hits a day, said Kenney.
Kennedy said’s business is “on plan,” and the site has been adding more brands every week. “We’re targeting to have the best brands,” said Kenney, “not just the most brands.”
According to Olum, the ads will break in People magazine April 3 and then will run as spreads, double spreads and inserts in such magazines as Vanity Fair, Jane, InStyle, Cosmopolitan, Allure, W, Vogue, Harper’s Bazaar, Elle and the Elle online supplement.

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