Sephora's Colour iQ Shade Matching Technology Inspires New Immersive Installation
Monday, 29 May 2023 08:33.PM
- Sephora Illumination, powered by Colour iQ, was created using more than 140,000 shades of diverse Canadians who found their unique match through Sephora's free in-store service.
- As part of its mission to build a more inclusive beauty community, the beauty retailer will donate $140,000 to organizations within its Beauty Insider Charity Rewards program. -
On May 25, 2023 Sephora Canada unveiled Sephora Illumination, powered by Colour iQ, a new immersive installation that harnesses the power of the retailer's shade matching AI technology to showcase the diversity of beauty in Canada. Created using more than 140,000 shades of diverse Canadians who found their unique match through Sephora's free in-store Colour iQ service, the installation is a stunning reflection of the nation's collective beauty from coast-to-coast.
Sephora Illumination powered by Colour iQ is free for all visitors and will run from May 25th to June 1, 2023, from 11am - 7pm at 100 Bloor St West in Toronto, across the street from Sephora's Bloor Street store. Featuring four 12-foot-tall digital screens, the installation invites visitors to animate each shade particle through music and movement, becoming an individual driver of the artwork and creating their own unique visual experience. Visitors will also have the opportunity to discover their own unique shade on-site with the help of Sephora Beauty Advisors.
"By harnessing the power of our innovative Colour iQ technology, 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," says Allison Litzinger, Senior Vice President, Marketing, 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."
Sephora's free in-store Colour iQ shade matching service features proprietary AI technology that accounts for depth, undertone, and saturation to make it easier for Canadians to find the right beauty products that most closely match their individual shade. With the help of the Colour iQ tool, Sephora Beauty Advisors can provide personalized beauty recommendations of products including all foundation formulations, tinted moisturizers and concealers that can be shopped in-store and online.
Sephora continues to build a beauty community where diversity is core to its value system, where self-expression is honored, and where everyone belongs. In tandem with Sephora Illumination powered by Colour iQ and as part of its mission to build a more inclusive beauty community, Sephora Canada will donate $140,000 to various organizations within its Beauty Insider Charity Rewards program, representative of the 140,000 beautiful shades reflected in the installation.
Sephora Illumination powered by Colour iQ is an extension of a new national campaign beginning May 22. In addition to television, the campaign will span across social media channels including TikTok, Instagram, Facebook and YouTube and through out-of-home advertisements in key markets.
SOURCE: Sephora