Lady Gaga and Sephora Reframe Beauty Through Belonging

Sephora has unveiled the latest chapter in its ‘We Belong to Something Beautiful’ campaign, featuring Lady Gaga as its ambassador. At the heart of this campaign is a new film featuring Lady Gaga sharing her vision of beauty as being part of a kind, inclusive, joyful, inspiring community, where everyone can safely explore and express themselves, mirroring Sephora’s purpose and vision. The film highlights “Classes for Confidence,” a program that brings community members together around a shared passion for beauty and storytelling.

The campaign offers a new way of telling the story of the "We Belong To Something Beautiful" platform, through intertwined testimonies that blend in a voice-over, advocating for self-acceptance and highlighting the essential role that beauty and community play in building self-confidence. 

“At Sephora, we're driven by our Purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty,” said Deborah Yeh, Global Chief Marketing Officer of Sephora. “Lady Gaga’s personal story is a magnificent illustration of the values we promote every day and having her sharing her own feelings about belonging is an incredible testimony for us.”

First launched in June for Pride Month, with a solidarity action supporting LGBTQIA+ communities in partnership with Born This Way Foundation, the 360 campaign will be fully deployed in the United States, Europe, South-East Asia and Australia in September with TV, VOD, in-store displays, social media, outdoor advertising and outdoor digital signage.