Championing the impermanence of British beauty.
British beauty is unique. As individuals, Brits are not fixed—they’re fluid. From day to night, calm to confident, or bare-faced to drag queen, each Brit embodies infinite versions of themselves. Through beauty, they can explore and express every facet of their identity.
AKQA crafted a visual experience at a scale matching Sephora’s ambitions for the UK, celebrating inclusivity and Britain’s ever-evolving tapestry of individuality. Bespoke 3D billboards lit up Piccadilly Circus, while over 850 digital out-of-home placements and branded cabs spread the message nationwide. On-demand films showcased Sephora’s empowerment of individuality, complemented by gamified content across social media.
