Programming included master class sessions led by founders and experts.Photo: Clint Spaulding
The two-day event took place at Pullman Yards (a former industrial complex) Sept. 27 and 28, with two sessions each day. Similar to previous years, attendees received access to 50-plus brand activations; master class sessions led by founders and experts including Mario Dedivanovic of MAKEUP BY MARIO, Danessa Myricks of Danessa Myricks Beauty, and Dr. Dennis Gross of Dr. Dennis Gross Skincare; and lots of swag.
“After hosting successful events in New York and Los Angeles, we were thrilled to bring SEPHORiA to Atlanta this year, which allowed us the opportunity to connect with even more beauty enthusiasts in the Southeastern U.S.,” explained Kate Biancamano-Brown, senior director of event and experiential marketing at Sephora, about the decision to host in the Georgia city.
“Our goal with SEPHORiA has always been to spread the joy of beauty to various cities across the nation (and globally), and Atlanta perfectly reflected the vibrant and immersive atmosphere that defines our event,” she said, adding that it’s also an accessible city for many to travel to and home to 12 Sephora stores in the greater metro area.
Ticketing opened a day early for Sephora Rouge Members, with two tiers available: General admission started at $110 per session and VIP at $350 per session. All attendees received access to one three-hour session, plus a curated swag bag filled with full-size beauty products. Additional VIP perks included a dedicated entrance, one-hour early entry, access to a VIP lounge with photo ops and beauty services, and priority master class reservations.
Biancamano-Brown said that 8,000 tickets were sold—the most yet—with over 6,500 attendees on site. One of the sessions was canceled due to the impact of Hurricane Helene, hence the lower attendee numbers. In 2023, organizers also had to cancel the first day of sessions due to major flooding in New York City.
New this year, the event featured a vibrant Beauty Funhouse theme, which Biancamano-Brown said “was all about celebrating a spirit of joy, surprise, and discovery in beauty.” Think bright, bold colors and graphics throughout, as well as supersize SEPHORiA letters that served as a prime photo op.
In addition to returning brands like YSL, Drunk Elephant, and Tarte, as well as new ones such as Fenty Hair, Ami Colé, and Supergoop!, non-beauty brands were also activating on site including LaCroix, sharingbox, Liquid Death, Chandon, Marriott, Panera Bread, Mamava, Little Words Project, and Lovesac. Jack Morton handled event production and BMF was tasked with creative and event strategy.
In addition to Atlanta, SEPHORiA took place in Paris Oct. 4 and 5, and will be followed by Shanghai Oct. 24-27, along with two new locations: Rio de Janeiro Nov. 1-3 and Dubai Nov. 6-8.
“Meaningful, in-person connection is central to the SEPHORiA experience, and all activations were designed with that goal in mind for every market in which we activate,” Biancamano-Brown said. There is also hero programming that is consistent across all global activations, including a dedicated spotlight on the retailer’s inclusivity-focused "We Belong to Something Beautiful" initiative.
Keep scrolling to see more from SEPHORiA in Atlanta...
