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SEPHORA
The evolution of the Canadian tone of voice
We developed the first-ever brand book for Sephora in Canada, which has since become the essential how-to guide for operationalizing tone of voice in all Sephora Canada owned channels, including website, social, in-store communications and in-store sales associate scripts and greetings.The project began with in-depth ethnographic research in which real consumers representing Sephora’s different audience segments in the Greater Toronto, Montreal and Vancouver areas were interviewed. The research identified a core beauty need state common to both clients and non-clients, that was then translated into an archetype unique to Sephora Canada. This became the guiding light for defining Sephora Canada’s tone of voice.
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Agency: Bleublancrouge
Client: Sephora Canada
Creative director and copywriter: Marie-Eve Best
Art director and designer: Margot Brejon de Lavergnée
Production director: Lisanne Auger-Bellemare
Account supervisor: Joëlle Rondeau
