For the second year in a row, Sephora’s annual Sephoria event was hosted virtually. The virtual “home party” style was expanded this year with an NFT giveaway and additional interactive activities. Like last year, guests could navigate a number of virtual “rooms” where they could watch livestreamed masterclasses and play games to earn redeemable tokens. The number of games was doubled this year due to popular demand, and users were able to redeem five tokens for 500 points in Sephora’s Beauty Insider reward programme. Several businesses utilised the event to announce new product releases. For Starrr’s video presentation, the One/Size influencer-turned-founder pushed the brand’s recently released Disney “Fantasia” collaboration. According to Amber Placke, One/Size’s VP of sales and accounts, the company had great marketing and social exposure, as well as enhanced brand recognition via Sephoria. Sephora intends to mix physical and virtual elements for Sephoria 2023.

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