Singapore – Sephora has launched ‘The Perfect Shade For You,’ a major new campaign across APAC, done alongside VIRTUE Asia, that sets out to redefine beauty standards by championing individuality, authenticity and inclusivity.
The initiative is positioned as part of Sephora’s global brand platform, ‘We Belong to Something Beautiful’, and highlights the company’s offering of more than 1,500 foundation shades, encouraging consumers to use makeup as a form of self-expression.
Jenny Cheah, managing director, Southeast Asia, Oceania and India at Sephora, said, “At Sephora, we believe beauty is inherently diverse and everyone possesses a unique beauty worth celebrating. In today’s context where consumers increasingly demand authenticity and personalisation, especially in a region as culturally rich as ours, it’ll be a remiss if we confine beauty to a narrow definition.”
She added, “With ‘The Perfect Shade For You’, we’re investing in a future where every individual in Asia Pacific feels seen, represented, and empowered to embrace their unique beauty. We believe this initiative will drive meaningful conversations and change in the beauty industry and set a new standard for inclusivity.”
The campaign features a diverse cast from across the region, covering different cultures, ages, and backgrounds, as well as a wide spectrum of skin tones, body types, and hair textures. Members of the Sephora Squad also share personal experiences around the impact of discovering their own shade.
‘The Perfect Shade For You’ is being promoted through Sephora stores, digital platforms, and social media in ten markets: Australia, China, Hong Kong, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore, and Thailand.
Earlier this year, Sephora rolled out its first brand film, ‘Beauty & Belonging,’ which delves into the diverse definitions of beauty across the globe. Through the film, Sephora echoes its values of inclusion, diversity, and equity, reaffirming its commitment to welcoming everyone.
