Sephora celebrates mothers with poetry
For Mother's Day, Sephora makes love bloom in Paris
For Mother's Day, Sephora boutiques are decked out in springtime colors, with flowery spaces, dedicated gift cards and exclusive selections. This year, Sephora is going one step further to celebrate mothers by transforming the quays of the Seine!
On Saturday May 24, the emblematic Parisian bookshops were decked out in mimosa-yellow flowers, offering passers-by a poetic, timeless stroll along the water's edge. Strollers were able to take home a bouquet, as well as other surprises such as a portrait painted by female illustrators, or gift cards worth up to €100!
Support from the Olyn Group
The Olyn Group imagined and orchestrated a 360° operation for Marie Claire, conceived as an ode to the bond between mothers and their children.
Around a poetic event on May 24 on the quays of the Seine, the campaign began with a FOOH in bloom by Mozoo, accompanied by an editorial-toned Reels to set the tone.
The influencer activation, led by WOO, mobilized three macro-influencers who came to live and share this suspended moment.
All the content, broadcast on Marie Claire's networks and amplified by Avent Media, reached a large audience. An aftermovie prolonged the emotion and anchored the campaign in people's memories.
Key
figures
Impactful results
A high-impact activation driven by authentic stories and premium production:
3.04 million people reached, with ultra-qualified targeting (82% women, 85% 18-34 year-olds).
3.9 million impressions and 86,000 engagements generated on Paid content.
Average engagement rate of 2.57%, with peaks of up to 5.97% on TikTok.
+7K visitors.
144 K€ of EMV generated, driven in particular by @honeyshay (113.98K€).
Differentiating content production with videographer and photographer, praised by audiences.
An embodied, inclusive and emotional influencer strategy, perfectly in line with Sephora's values.