Sephora Canada Solidifies Leadership in the Clean Beauty Space

While Sephora Canada is known for being a leader in the clean beauty space, the retailer is solidifying its leadership and authority even further with its latest marketing campaign. In an effort to drive broader awareness of its prestige clean beauty offering, Sephora Canada recently launched a national campaign to amplify its “Clean You Can Count On” video spots, increasing visibility of its best-in-class clean offering across the country.

The 15s and 30s video spots highlight Sephora as the industry leading retailer for clean beauty, offering nearly 100 best-in-class brands “for a clean you can count on”. The spots originally aired in the US earlier this year, but are now being amplified by top-of-funnel paid media support for the first time in Canada, across traditional TV, Video-on Demand, Online Video, and Paid Social.

Leveraging mass channels to drive national awareness of Sephora Canada’s leadership in the clean space is part of a new marketing strategy initiated by Allison Litzinger, recently appointed Senior Vice President of Marketing at Sephora Canada.

“As the prestige beauty retailer in Canada, we are proud to be leading the charge with our Clean at Sephora category - a curation of the very best in clean products across the industry,” said Litzinger. “This campaign and our investment in top of funnel marketing is the latest iteration of our strategy to drive broader awareness of Sephora’s differentiators, of which the Clean at Sephora category is a key component.”

Sephora Canada established its Clean at Sephora program in 2018, to help better define clean ideals in prestige beauty, while educating and guiding clients on their beauty journey. Centered on the principle of transparency, Clean at Sephora refers to “the beauty you want, minus the ingredients you might not.” The Clean seal is given to brands at Sephora that make products formulated without select ingredients, including parabens, sulfates SLS and SLES, phthalates, mineral oils, formaldehyde and more, ensuring the brand’s products meet the strictest standards across the industry for clean beauty. Today, over 90 brands fall under the Clean at Sephora category, and represent some of the beauty retailer’s most loved brands across skincare, makeup, haircare, and fragrance.

In 2021, the retailer launched Clean + Planet Positive, the next evolution of the Clean at Sephora seal representing a group of ambitious clean brands on a mission to change the beauty landscape and the earth for the better, with a focus on sustainability. To qualify as Clean + Planet Positive, brands must meet strict standards in five priority areas: clean ingredients, climate commitment, responsible packaging, sustainable sourcing and environmental giving. “The ‘Clean You Can Count On’ campaign is currently running in conjunction with Sephora Canada’s complimentary in store and online ‘Eco-conscious and so effective’ campaign, aimed at debunking the myth that Clean + Planet Positive beauty is not as effective,” said Litzinger.

The “Clean You Can Count On” campaign was developed by the creative team at R/GA, with paid media executed by dentsuX and SephoraONE a Publicis agency and will air until early September across English Canada. Creative assets are available to download here.

• For more information about Clean at Sephora, visit: https://www.sephora.com/ca/en/beauty/clean-beauty-products
• For more information about Clean + Planet Positive, visit: https://www.sephora.com/ca/en/beauty/eco-friendly beauty

About Sephora Americas: Since its debut in North America more than 20 years ago, Sephora has been a leader in prestige omni-retail with the mission of creating an inviting beauty shopping experience and inspiring fearlessness in our community. With the goal of delivering unbiased shopping support and a personalized experience, Sephora invites clients to discover thousands of products from more than 340 carefully curated brands, explore online and through our mobile app, enjoy services at the Beauty Studio and engage with expertly trained beauty advisors in over 500 stores across the Americas, including over 85 stores across Canada.