Beauty retailer Sephora Canada recently unveiled an immersive installation outside one of its Toronto stores, which harnessed shade-matching artificial intelligence (AI) technology to showcase the diversity of beauty across the country. Photo courtesy Sephora
Beauty retailer Sephora Canada recently unveiled an immersive installation outside one of its Toronto stores, which harnessed shade-matching artificial intelligence (AI) technology to showcase the diversity of beauty across the country.
Sephora Illumination was created using more than 140,000 shades from Canadians who found their unique match through Sephora’s in-store Colour iQ service. Featuring four 3.6-m (12-ft) tall digital screens, the free installation invited visitors to animate each shade particle through music and movement, allowing them to become an individual driver of the artwork and create a unique visual experience. They also had the opportunity to discover their own shade with the help of the store’s beauty advisors.
Colour iQ features proprietary AI technology that accounts for depth, undertone, and saturation, making it easier for Canadians to find the beauty products that most closely match their individual shades.
Sephora Illumination ran from May 25 to June 1, and was an extension of a new national campaign which began on May 22. It will continue to run on television; across social media channels including TikTok, Instagram, Facebook, and YouTube; and through out-of-home advertisements in key markets.
“This installation showcases the incredible spectrum of beauty that exists in Canada, and we hope it empowers our clients to feel confident and proud of their individuality,” said Allison Litzinger, senior vice-president of marketing for Sephora Canada. “This campaign reinforces Sephora as an inclusive beauty retailer and supports our efforts in continuing to make diversity a cornerstone of Sephora Canada’s commitment to our loyal beauty community.”
