Sephora
Beauty & Retail
Product education, beauty trends, tutorials, UGC, and product discovery.
Objective
Help a large product catalogue feel navigable by turning discovery into guided content that leads to a specific shelf, shade or set.
Audience
Beauty shoppers aged 18–35 who compare products before buying and rely on tutorials and reviews to decide.
Strategy
Structure content around decisions: shade matching, dupes, trend explainers and tutorial breakdowns. Each piece answers one purchase question and ends with a clear next step.
- Tutorial Reels with step overlays
- Comparison and shade-matching carousels
- Trend explainer short-form videos
- UGC review reposting framework
Content
Content designed across formats — feed posts, carousels, Reels covers and Story sequences — shown in realistic layouts.
The everyday shelf
sephora Five products, one routine.
Feed post
Carousel · 1/5
Warm vs cool, matched
- 01Tutorials
- 02Discovery
- 03Trends
Carousel
ReelUndertone in 20 seconds
sephora
Check your wrist. Then your shade.
Reel cover
sephora
Which finish?
Story
Content Pillars
Tutorials
Technique-led, step-by-step application.
Discovery
New-in, sets and category guides.
Trends
What's rising and whether it suits you.
Reviews
UGC, comparisons and honest verdicts.
Campaign Concept
Find Your Shade
A guided discovery series that moves viewers from undertone to shade to full look, with each step saveable and linkable to a product page.
Performance Framework
No results are invented for a concept project. These are the metrics that would be tracked weekly to judge whether the strategy is working and what to adjust.
Reach
How many unique accounts the content is served to.
Engagement Rate
Interactions measured against reach, per format.
Saves
Signal that content carries reference or utility value.
Shares
Signal that content is worth passing on socially.
Profile Visits
Interest moving from feed to brand profile.
Website Clicks
Traffic leaving social toward owned destinations.
Follower Growth
Net audience change relative to content output.
Conversions
Tracked actions such as sign-ups, enquiries or purchases.
