LVMH’s global prestige beauty giant Sephora announced this week that it’s adopting a single brand signature for all its 35 markets for the very first time.

The new brand slogan is We belong to something beautiful and the company said it underlines its “purpose to inspire its communities through its inclusive vision, within which all forms of beauty are celebrated”. The retailer also said the new approach “reaffirms its role, which aims to offer spaces for free exploration, self-expression, without judgement, that reinforce self-confidence through positive interactions”.

The new signature isn’t completely new though, at least not in the North American market where it launched in 2019 and has “been a key pillar of Sephora’s positioning and has helped redefine prestige beauty in this region”.

It’s now coming to life in Europe, the Middle East and Asia through an immersive campaign, produced with the BETC agency, “which redefines the role of the mirror as an ally. Often considered an object of judgement, the mirror is transformed here into a benevolent and positive witness to celebrate all beauty”.

The campaign was created by director Stefanie Soho and photographer Liz Collins, who captured moments taken from scenes in the film, but “also from more varied and sometimes more intimate moments in life, showing that all mirrors can become everyday allies. The film presents a series of slices of life where characters come together and connect through beauty”.

The imagery is being displayed in 400 of the shops in the EU. And Selena Gomez, “a celebrity with strong commitments to mental health, inclusivity and self-acceptance, joins the campaign with her Rare Beauty brand”.

By adopting the new signature worldwide, the company said it’s “reaffirming our unique vision of beauty, which draws its strength from the expression of our uniqueness, but also from our belonging to a welcoming community, without borders or barriers”.

Sephora has 180 million members of its loyalty programme worldwide, and works with hundreds of partner brands, as well as having 50,000 employees, so that community is rather large.

And Deborah Yeh, Global Chief Marketing Officer at Sephora, said the We Belong to Something Beautiful line has become “more than a brand signature. It has inspired action, from evolving our store experience to expanding our product assortment. While every culture has unique nuances, we believe inclusion is a global human concept. We now challenge ourselves to commit to this ambition worldwide.