American beauty company Sephora announced on Monday the return of its biggest beauty event of the year.
The event, dubbed “Sephoria,” will take place in Atlanta, at Pullman Yards, on Friday, September 27 and Saturday, September 28.
The event will feature more than 50 visual and tangible brand activations, as well as a strong lineup of brands including Rare Beauty, Fenty Beauty, Glossier, Glow Recipe, Laneige, Tarte, Drunk Elephant, Youth to the People and more.
Sephoria features masterclasses, surprise guest appearances, endless opportunities for social content, and more. This year, Sephoria will also highlight Sephoria’s We Belong campaign, immersing attendees in Sephoria’s mission to champion inspiration and inclusion where everyone can celebrate their beauty.
“We are thrilled to bring the Sephora experience to Atlanta, expanding our reach and creating buzz in a very exciting new market,” said Jessica Stacey, Sephora’s Senior Vice President of External Communications, Experiential and Marketing Partnerships.
“Sephoria promises to deliver so much new this year – starting with our engaging theme, Beauty Fun House, which celebrates the spirit of joy, surprise and discovery in beauty. Our houses come to life through multi-sensory, transportive and prismatic activations, which extend to the many amazing brand booths and on-site masterclasses, creating an atmosphere where everyone is welcome to express themselves in vibrant new ways. We look forward to launching an ever-evolving beauty event and celebrating our beautiful, diverse community with surprises and perks throughout the event journey.”
Sephoria ticket sales begin Tuesday for Sephora Rouge members, and July 17 for all other guests. Two ticket categories are available: general admission for $135 per session and VIP for $420 per session, with prices increasing to $160 and $445, respectively, on August 15 (prices include all taxes and fees).
The Atlanta event will be followed by events in Paris (October 4-5), Shanghai (October 24-27), and new locations in Rio de Janeiro (November 1-3) and Dubai (November 6-8).
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