The challenge

Communicate the new store concept: the Flagship Store in Barcelona, ​​a revolution since one store gathers all the innovations and experiences that are being implemented in Sephora stores around the world.


Through an Omnichannel campaign, including Outdoor and Digital.


KPI’s: Awareness, Consideration, Experience
All KPI’s above set goals:

Sales 6 months
2. Branding

The campaign is mainly aimed at tourists and visitors to Barcelona.
The main objective is to put the shop on the map of the tourist and make the visit to the most innovative Sephora store in the world as easy as a visit to the Barça Museum or La Sagrada Familia. Barcelona is positioned as creative city, innovative and full of experiences. Tourists will find a unique and unrepeatable experience in Sephora, available only at Sephora Triangle.

Lettering – Logo
Creation of the UN-BE-LIE-VA-BLE! campaign logo  that accompanies the slogan “The Beauty Store Revolution”.

3. Customer Plan

Customer Selling Story
Training for Sephora shop assistants through Passport Book.

4. Consumer Journey Map & Activation Marketing Plan

Insertions in the main magazines.
Leaflet containing a map and placed in hotel front desks and restaurants.

Objective: Awareness.
KPI: Reach minimum 1M core target impacts.
Results: 3M impacts.

During the store refurbishing, we covered the Sephora Triangle store with tarpaulins which changed as the inauguration date approached.

Objective: Awareness.
KPI: Traffic coverage for 1 month.
Results: + 15k daily impacts.

OPIS campaign and more than 90 kiosks in strategic points of Barcelona.
Bus campaign: Barcelona City Tour, Aero Bus …
Passeig de Gràcia subway interchange hall with 270m-long billboards on both sides.

Objective: Awareness.
KPI: Coverage Barcelona.
Results: 100% coverage. + 1M impacts.

E/M – Mailing
Segmented for the White, Black and Gold cards of Triangle – Plaça Catalunya.

Street Marketing
Flyer at the door of The Sephora Triangle Store.

Consideration, Consumer Education, Call to Action, Trial.
KPI: Daily traffic coverage.
Results: + 15k daily impacts.

Proximity Media
Communication materials on shelves to promote user experiences.

Desktop Banner in the brand’s E-Commerce.

Targeted offers and promotions for the White, Black and Gold cards with the weekly Newsletter.

Loyalty program
Targeted offers and promotions for White, Black and Gold cards within the Sephora app.

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