Sephora put Seth Rogen’s name on a store. “Sethphora” is an actual holiday campaign takeover at The Grove in Los Angeles, not a new beauty chain.
The storefront stunt introduces Sephora’s “We All Sephora” campaign, announced October 26 for the U.S. and Canada. Its official advertising rollout starts October 29 across television, streaming and social.
The premise is familiar if you’ve ever walked into a beauty store with someone else’s name on your shopping list and absolutely no plan. Rogen gets help from a Beauty Advisor choosing gifts for friends and family, including setting spray for his producer and a fragrance for his cousin.
It’s a gifting campaign, rather than an announcement of a Seth Rogen makeup line. Sephora says shoppers can find the campaign’s selected gifts on its website and app.
For anyone wondering about that sign: the announced “Sethphora” takeover was at The Grove. The name is part of the joke, not a nationwide rebranding.
