Sephora uses larger-than-life makeup to hype up newly-revamped ION store

Have you missed Sephora's flagship ION Orchard store? It's finally re-opening on 6 September and to celebrate, Sephora has launched a fake out-of-home (FOOH) ad on its social media channels.

In the ad, Sephora's iconic lip stains are seen in front of ION Orchard, larger than life. They are stacked together and begin to fall on each other, domino style. 

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The lip stains then lead to an extra-large Sephora bag which explodes with balloons and confetti as well as popular items such as Tarte's concealer, Fenty's foundation and Sol de Janeiro's iconic Bum Bum cream.

The ad says, "Something big is coming! Get ready to experience beauty like never before at the all-new Sephora ION Orchard. Stay tuned for a grand opening like no other, featuring our largest beauty assortment in Asia. Mark your calendars and keep an eye out for more surprises."

Sephora has a lineup of beauty gifts and activities planned for its store reveal. These include a countdown to the grand opening which will have larger-than-life beauty installations for consumers to take pictures at as well as a play and win interactive games. 

There will also be exclusive deals and exclusive treats along with beauty activities during the opening weekend. 

MARKETING-INTERACTIVE has reached out for more information. 

Across Asia, Sephora Thailand is celebrating skin and creativity in its new "Spotlight your skin" campaign. The campaign aims to translate the idea of play and discovery in a market where complexion is king and is the most important element of a beauty routine. 

The campaign brings the beauty retailer's unique assortment of 200 shades as well as the services offered by its instore beauty advisors to let customers discover the perfect products for them through play. 

In addition, Sephora also released OOH ads in partnership with Fenty Beauty. The OOH ads include a train wrap, digital displays on the roads and train station takeovers. 

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