Beauty Insider Community Hits the Road with Three Exclusive Events!

Since its inception a year ago, Sephora Beauty Insider Community has been a place for beauty-obsessed clients to connect with others who can chat and give advice about their favorite products and services. Last month, Sephora launched a three-city tour to bring this forum to life!

Through three exclusive events in Chicago, Brooklyn, and San Francisco, more than 130 guests were invited to Sephora stores after hours to a live taping of the “Glowing Up” podcast — a show with the mission to help listeners find their inner glowy goddess.

“We wanted to deepen emotional connections, drive Omni behavior, and build loyalty,” said Alexa Alioto, Senior Marketing Manager for Community. “After realizing Glowing Up had a very active group that discussed topics similar to ours, we thought we could bring together these adjacent beauty-obsessed audiences.”

Community members mingled with Glowmies (die-hard fans of the podcast) and watched interviews with brand founders like Taylor Frankel of Nudestix and Marianna Hewitt and Lauren Gores-Ireland from Summer Fridays.

After the show, the audience could shop in the coveted closed-door Sephora environment alongside the hosts, brand founders, community admins, and a few select influencers. Each guest was also able to take home a gift bag full of Community-chosen favorite items.

As with most large projects at Sephora, this was a cross-functional effort — the Community team worked with Events Marketing, Media, Video, Store teams, Brand Marketing, and the Mailroom team.

“We could not have pulled these off without help from all these parties in their various capacities!” Alexa said.

Listen to the Glowing Up podcast episodes here, and view some snaps from the events below. Haven’t checked out Community? Come join our Fall Lip Challenge!