The luxury category can feel cliquish or snooty. Sephora’s campaign took an entirely fresh approach to reassure consumers, particularly those who feel intimidated and only shop at Sephora at the holidays, that getting the right gift can be wildly easy. It offered the audience a solution, delivering a simple message: Don’t Overthink It. With their curation of the best of the best, you can’t go wrong with a gift from Sephora, no matter who you’re shopping for. The approach changed people’s attitudes – with 66.8% of infrequent Sephora shoppers agreeing that “Sephora makes it easy to find a gift” after watching the ad. But beyond shifting perception, we got people shopping. Sephora delivered double-digit growth in revenue & profit with less media spend in 2024 Q4.