Sephora taps Taika Waititi to direct latest campaign

After partnering on the 2024 Holiday Campaign Don’t Overthink It, Sephora joined forces with TBWA\Chiat\Day LA and Academy Award-winning filmmaker, Taika Waititi, on an all-new campaign titled, Skin Obsessed to position Sephora as the ultimate destination for skincare.

This campaign continues to land Sephora into a new, fresh territory, making a legacy beauty brand feel more fun, approachable, and real.

In an overly glossy category, Waititi’s playful approach to storytelling and commitment to craft stand out. Through this campaign, Sephora and TBWA\Chiat\Day LA are shaping a new era for the beauty brand, one that’s cheeky and refreshingly unfiltered.

Strategically, they set out to prove one thing, Sephora gets skincare lovers. This campaign is built on a deep understanding of skincare enthusiasts–their routines, their struggles and their passion for great skin. Consumer insights and extensive research, including social listening and direct conversations with skincare users, informed our creative direction for the campaign.

This campaign reflects genuine, everyday challenges, like the pressure of multi-step routines and the overwhelming amount of skincare advice online.

Each execution taps into the quirks and realities of skincare lovers, showing that Sephora truly “gets” them and comes to life in playful, cheeky, and full of “yep, that’s me” moments.

One spot brings this to life with a traveler at TSA, watching nervously as their endless lineup of products get inspected. Sephora’s swoops in with a simple, short-step routine, because great skincare doesn’t have to weigh down your carry-on.
Another spot tackles the internet’s never-ending skincare debates. With so many conflicting opinions, how do you know who to trust? That’s where Sephora comes in, as your go-to skincare expert, cutting through the noise and guiding you straight to the products that actually work for you.

This approach makes skincare, and Sephora, feel less intimidating and more real. This is a refreshing break from the traditional overly polished, too perfect skincare ads. The campaign which launched this month, establishes Sephora’s leadership in skincare.

Created in an ongoing partnership with creative agency TBWA\Chiat\Day LA, the campaign will launch with a series of :30s and :15s and bespoke short form social assets, and will run across CTV, OLV, paid social and streaming audio.