This June, Sephora Canada revealed its first-ever National Indigenous History Month Campaign, to amplify the voices of Indigenous Peoples in Canada, while paying homage to their knowledge, wisdom, diverse strengths, and teachings. The next evolution of Sephora Canada’s We Belong to Something Beautiful brand platform, the campaign is rooted in celebrating diversity and highlighting local Canadian collaborators’ authentic untold stories.
The campaign launch video features a wide array of Indigenous talent, including two new collaborators: Montreal-based proud Inuk throat singer, Shina Novalinga, and Winnipeg-based Nehinaw content creator and changemaker, Michelle Chubb. These new Indigenous collaborators’ voices are featured in two additional videos dedicated to their stories. All campaign video content will be showcased across Sephora Canada’s digital platforms with images of Novalinga and Chubb also appearing across the retailer’s full fleet of over 80 stores.
“Sephora Canada is committed to using our platform to amplify the voices of Indigenous Peoples across Canada,” says Deborah Neff, SVP Marketing, Sephora Canada. “Through this campaign, we want to showcase the stories of these Indigenous collaborators to let all Indigenous communities across the nation know that they are beautiful and belong in our Sephora Canada stores, in our offices, and in the beauty community.”
To authentically represent Indigenous Peoples, Sephora Canada leaned on the support of Indigenous partners, not just in front of the camera, but behind the scenes as well. From wardrobe and styling to the campaign videographer and campaign photographer, Sephora Canada exclusively partnered with Indigenous talent for the production of this campaign. Anishinaabekwe Artist, Activist and previous Sephora Canada collaborator, Sarain Fox, not only narrates the campaign launch video but also stepped into a new integral role as Campaign Advisor, consulting the retailer throughout the creative process.
“Sephora Canada stepped aside to let Indigenous people lead the development of this campaign. They allowed us to tell our own stories and gave us a platform and the support to do it our way,” says Sarain Fox. “We had a strong circle of Indigenous creative energy throughout this process and the Sephora Canada team formed a larger circle around us, reinforcing that we belong”.
To ensure the development and end result of the campaign remained true to the Indigenous experience, an Internal Advisory Circle of Indigenous Sephora Canada Beauty Advisors supported the campaign, with an Indigenous Beauty Advisor working as makeup artist for the shoots. Before starting work on the campaign, Sephora Canada also engaged prior Beauty Insider Charity Rewards partner, Indspire, to provide a Truth and Reconciliation Workshop for all Sephora Canada employees working on the campaign, members of Sephora Canada’s executive team, and the leaders of its recently established Diversity and Inclusion Council.
“Through our Diversity, Equity and Inclusion initiatives, Sephora Canada is committed to creating meaningful impact amongst our clients, communities, and employees,” says Debbie McDowell, Director of Communications & Social Impact, Sephora Canada. “We have a responsibility to elevate diverse voices and stories in recognition of National Indigenous History Month; with the determination to drive change and contribute long-term beyond this month.”
In line with this goal, Sephora Canada is matching donations up to $25,000 for its June Charity Rewards partner, 2-Spirited People of 1st Nations. To support employees, Sephora Canada created an Indigenous Learning and Land Acknowledgement Guide for its Head Office and Store Leadership teams, while providing additional educational tools and resources to foster learning and cultural competency for store employees.
Sephora Canada is also proud to announce that local Indigenous beauty brand, Cheekbone Beauty, will be launching on Sephora.ca in the next year. This announcement comes shortly after the retailer made a new Canadian commitment to the Fifteen Percent Pledge to dedicate 25 per cent of its brand offering to BIPOC-owned brands by 2026.
Canadians are invited to follow @SephoraCanada to see additional Indigenous stories unfold throughout the month of June. Further details about Sephora Canada’s ongoing Diversity, Equity and Inclusion journey are available at Sephora.ca/diversity-and-inclusion.