What was the Sephora Artistry House?

An experiential activation at Quebec music festivals with flash makeup services, aura photos, and digital tattoos, designed to tie beauty to festival culture and move people from discovery to product trial to brand connection.

What was Philippe Brindamour's role on the Sephora activation?

He co-led the creative vision from concept to rollout, designed and presented the full UX flow to Sephora's team, built the Artistry House, and created the partner-brand IG Cubes for Jo Malone, Milk Makeup, and Skinfix.

What results did the Sephora activation achieve?

Over 32,000 consumer interactions across the MURAL and FEQ festivals, more than 20,000 activations at FEQ alone, dwell times of 2 to 12 minutes, and higher Sephora awareness and purchase intent in post-event surveys.

SEPHORA | Campaign, UX, Experiential

Role

Creative Direction, UX Flow Design, Campaign Oversight, Festival Experience Design, Partner Brand Integration, Stakeholder Approvals

Making Beauty an Experience

Sephora needed to make a cultural impact that embraced the artistic side of beauty. Our approach: the Sephora Artistry House and IG Cubes, designing a flow that mixed flash makeovers, aura photos, tattoos, and partner activations with brands like Jo Malone, Milk, and Skinfix. The result: over 32,000 direct interactions, stronger awareness and purchase intent, and a presence people lined up for and shared.

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Challenge

Sephora needed more than a booth in Quebec, they needed a cultural moment. I led creative direction on the Artistry House and IG Cubes, designing a flow that mixed flash makeovers, aura photos, tattoos, and partner activations with brands like Jo Malone, Milk, and Skinfix. The result: over 32,000 direct interactions, stronger awareness and purchase intent, and a presence people lined up for and shared.

Solution

Sephora Artistry House exterior with a crowd queued outside

We built the “Artistry House,” complete with flash makeup services, aura photos, and digital tattoos: playful, memorable hooks that tied beauty to festival culture. Outside, branded IG cubes featured partner brands like Jo Malone, Milk Makeup, and Skinfix, each with immersive photo moments. The flow was designed to move people from discovery to product trial to brand connection, all in a seamless journey.

Outcome

The Result

This wasn’t a pop-up. It was a full brand experience that made Sephora part of Quebec’s cultural fabric: integrating beauty with art, music, and self-expression.

32,000+ consumer interactions across MURAL and FEQ festivals
Dwell times averaged 2–12 minutes, proving engagement value
At FEQ alone, over 20,000 activations were completed
Post-event surveys showed higher Sephora awareness and purchase intent among festival-goers
Social sharing amplified reach, while Rouge members appreciated exclusive perks

My Role

Co-Led creative vision from concept to rollout
Designed the full UX flow and presented it to Sephora’s team
Built the Artistry House with flash makeup, aura photos, and digital tattoos
Created IG Cubes featuring partner brands—immersive photo ops for Jo Malone, Milk, and Skinfix
Designed the experience to guide people from discovery to trial to brand connection

My Take

It was a beast to design and deliver on tight timelines, but it paid off. We gave Sephora a presence people didn’t just notice, they lined up for it, shared it, and remembered it.