Sephora has announced plans for its annual SEPHORiA fan event and beauty festival, which will kick off in Atlanta on Sept. 27 before heading to Paris, Shanghai, Rio de Janeiro and Dubai.
Tickets are now on sale for the Atlanta event, which will take place at Pullman Yards. The event will feature access to beauty experts, from brand founders to renowned makeup artists, as well as beauty master classes, surprise guest appearances, social content opportunities and exclusive swag. This year the event also will feature new hero programming, including a dedicated spotlight on Sephora’s We Belong Campaign celebrating inspiration and inclusion.
More than 50 brands will offer activations on-site, including Rare Beauty by Selena Gomez, Fenty Beauty by Rihanna, Glossier, Sol de Janeiro, Yves Saint Laurent and Sephora Collection. Attendees have a choice of two tiers: general admission for $135 per session and VIP for $420 per session, with prices increasing to $160 and $445 respectively on Aug. 15. All attendees will receive access to one three-hour session, plus a specially curated swag bag of full-sized beauty products (valued at $500 for general admission and $1,300 for VIP). Additional VIP perks include a dedicated entrance, one-hour early entry, access to a VIP lounge with exclusive photo opportunities and beauty services, priority access to master classes and more.
“We are thrilled to take the SEPHORiA experience to Atlanta, broadening our reach and creating buzz in a highly immersive new market,” said Jessica Stacey, SVP of External Communications, Experiential and Marketing Partnerships at Sephora in a statement. “SEPHORiA promises to deliver on an abundance of newness this year — starting with our captivating ‘Beauty Funhouse’ theme, which celebrates a spirit of joy, surprise and discovery in beauty. Our Funhouse comes to life through multi-sensory, transportive, prismatic activations, which extends to the many amazing brand booths and master classes on site, creating an atmosphere in which all are welcome to express themselves in vibrant new ways.”
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Starting in Atlanta (Sept. 27-28), in person events also will take place in Paris (Oct. 4-5), Shanghai (Oct. 24-27), and new locations Rio de Janeiro (Nov. 1-3) and Dubai (Nov. 6-8).
