Over the past three years, MI&C has closely collaborated with Sephora’s creative team to re-imagine beauty videos for the new millennial beauty consumer, establishing Sephora as a content innovator and industry leader.
By leveraging audience insights, knowledge of platform best practices and our skills in digital publishing, MI&C helped Sephora innovate their approach to content creation and execution—a practice they maintain today.
MI&C has led creative, production and media strategy for Sephora’s video and social practice – creating engaging videos and short-form content for Sephora that resonates with makeup and beauty-lovers. The content combines the relatability of DIY how-to videos with high-production and dynamic editing – creating an ownable, yet digitally native, visual identity for Sephora’s video content.
The library of instructional content drove significant traffic to Sephora’s site, solidifying them as the makeup and beauty powerhouse. MI&C led the charge in redefining Sephora’s internal content production strategy and providing a unique perspective to storytelling in the beauty space. Sephora went from a decentralized system of working with several creative and production partners to maintaining a brand studio that produces digital first, engaging content for millions of social media followers.
Today, the Sephora Content Studio team is applying these formats for their always-on video practice allowing MI&C to focus on tentpole launches (most recently the Sephora Collection launch).