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Our experts

Shannon Davidson

General Manager

In fall 2018, NATIONAL worked with Sephora to create a showcase event that would reinforce Sephora as the ultimate beauty destination for Holiday gifting. The goal was to ensure that Sephora’s values of “teach, inspire and play” were part of the holiday experience.

We created a one-night event in Toronto that hosted media and influencers from Toronto and Montreal, showcasing the new Holiday products in a branded, eye-catching “instagramable” winter wonderland that encouraged engagement with product experts and playful hands-on product sampling.

The Sephora Holiday Cabin embodied “winter cozy”—from pine scent engulfing the venue, an interactive s’more station to artificial snow cascading down from the ceiling, members of the media were immersed in the festive season. Sephora PRO Lead Artists were available to consult on the Sephora Collection Holiday 2018 product offerings and exclusive brands, all organically displayed in designated sections within the overall décor based on retail price point, helping to inform media working on holiday gift guides.

Curated moments were developed to encourage media and influencers to share their experience on social media including: flat lay stations, a welcome wall and product displayed in a forest of pine trees at the centre of the room.

The one-night event generated close to close to 1,000 hits on social and traditional media combined, and close to 70 million impressions in total.