NFTs, avatars, and 3D gaming experiences: Sephora preps return of SEPHORiA: House of Beauty event

Sephora has announced the return of its SEPHORiA: House of Beauty event.

Previously held as an in-person event in 2018-2019, then shifting to a virtual affair in 2021-2022, this will be brought to life in a hybrid format for the first time in 2023 with a live ticketed event in New York City and free virtual experience in select markets.

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This year’s Sephoria will take place on Friday, 29th September and Saturday, 30th September.

The event in New York City will take place at new venue Skylight at Essex Crossing in Lower Manhattan, and the virtual experience will include an immersive, customiseable 3D gaming like platform, which will open on 29th September.

“We are beyond thrilled to introduce the latest iteration of SEPHORiA with our first ever hybrid experience, including an in-person event in New York City,” says Jessica Stacey, SVP External Communications, Event & Experiential Marketing at Sephora.

“Falling within our 25th anniversary year in the US, this event marks an exciting milestone and serves as both a celebration of our past and a nod to our future, as well as a symbol of the remarkable benefits of being a cherished member of Sephora’s community.”

“While we’re grateful for the return to an in-person experience, we also recognise the importance of making these events inclusive and broadly accessible to our global beauty community and will do so with free virtual components that are equally enriching.”

“We can’t wait to debut our biggest event endeavour yet and deliver on an unforgettable beauty experience in partnership with many of the world’s best brands.”

Sephoria offers attendees the opportunity to discover the latest trends and exclusive products through hands on experiences and interactions with many of Sephora’s brands, beauty icons, and surprise guests.

For the first time, visitors to the virtual platform will be able to create their own avatars to experience new social touchpoints, chat live with Sephora beauty advisors, and play games that allow them to earn Beauty Insider points (US and Canada clients only).

Attendees can also redeem a unique free NFT, or P.O.A.P (Proof of Attendance Protocol), upon entering the space that can be added to crypto wallets for free.

Access to the in-person event in New York City will be available via two ticket tiers: Silver Key for $99 per session and Gold Key for $349 per session, with prices increasing to $119 and $369, respectively, on 4th August.

All in-person attendees will receive a specially curated swag bag filled with beauty products, with associated values based on ticket tier ($500+ for Silver and $1,000+ for Gold).

Those joining virtually will register for free, and can opt-in to purchase exclusive Virtual Key Swag for $65 ($300+ value) with a selection of travel sized product from participating brands.