Sephora’s Film Initiative
Stepping beyond its conventional role in cosmetics, Sephora has embarked on an exciting new chapter in filmmaking, launching its first-ever movie that delves into the world of beauty.
Titled Beauty & Belonging, this innovative film was introduced at the BrandStorytelling event during the illustrious Sundance Film Festival in Park City, Utah. Directed by the talented Anastasia Mikova and supported by LVMH, the film thoughtfully investigates how beauty can empower individuals.
Insights from the Film
Running for 30 minutes, the film compiles over 75 interviews featuring Sephora employees alongside well-known figures from global beauty brands. Among these contributors are Glow Recipe’s Christine Chang and Sarah Lee, celebrated makeup artist Mario Dedivanovic, Caudalie founder Mathilde Thomas, and siblings Akash and Nikita Mehta from Fable & Mane.
Mikova shared her enthusiasm for uncovering the personal stories that illustrate the uniqueness of each individual while highlighting the universal themes of humanity and the intrinsic value of beauty across different cultures.
Availability and Future Plans
For those eager to watch, Beauty & Belonging is available on Sephora’s YouTube channel as well as on the corporate platform, Inside Sephora. Over a six-month filming period, the crew captured a rich tapestry of footage across various locations, including Canada, the United States, Brazil, France, the United Kingdom, Poland, Thailand, and China. Looking ahead, Sephora aims to produce more short films throughout the year.
Guillaume Motte, the CEO of Sephora, expressed his excitement for this groundbreaking project, commending Mikova for the creative latitude she had in shaping Sephora’s story. He noted how the film embodies beauty as a force for transformation and underscores the importance of belonging to a nurturing community. Motte also extended his gratitude to the employees who bravely shared their stories, recognizing their roles as the heart and soul of Sephora.
Source: Cosmeticsbusiness