Sephora Canada Launches a Lunar New 12 months Marketing campaign
Starring Canadian influencers Brigitte Truong and Angel Zheng.
This 12 months, Lunar New 12 months welcomes The 12 months of The Ox and Sephora Canada is getting the festivities began early with the discharge of its fifth annual Lunar New 12 months marketing campaign.
Starting at the moment, Sephora followers can store an assortment of limited-edition magnificence items in addition to customized Lunar New 12 months present playing cards and promo gives. What most noteworthy, nonetheless, is the marketing campaign’s much-welcomed push previous the industrial by that includes significant moments of cross-cultural alternate that spotlight completely different values and traditions behind the vacation. (Lunar New 12 months is an annual 15-day competition that’s celebrated by a number of East Asian cultures all over the world. It formally kicks off on February twelfth.)
The Lunar New 12 months marketing campaign is the newest extension of Sephora Canada’s We Belong To One thing Lovely sequence, a platform that’s been championing variety and inclusion since its inception in 2019. To carry the marketing campaign to life, the sweetness retailer has introduced on Canadian influencers Brigitte Truong and Angel Zheng.
By movies and pictures shared throughout Sephora Canada’s social media platforms, each ladies will likely be seen highlighting the importance that the vacation holds to them. Truong may even be featured in marketing campaign imagery, alongside her mom, each on-line and in choose shops.
“On the primary day of Lunar New 12 months, which is the busiest day, my mother and father and I all the time go to the Buddhist temple across the nook from their dwelling. This is a chance for us to wish to deities for good luck, blessings and prosperity within the coming 12 months,” explains Truong who’s primarily based in Toronto and describes herself as first-generation Chinese language Canadian.” We additionally take pleasure in different festivities which can be held all through the afternoon, like a celebratory lunch, a standard dragon dance, distinctive vacation treats and festive music.”
“The vacation is a vital time for our quick and prolonged household to come back collectively to take pleasure in meals, love and the alternate of crimson envelopes,” she provides. “Extra importantly, it’s a time for us to essentially pay homage to our family members who’ve handed on: Household gatherings permit us to honour the blessings they gave us after they had been nonetheless with us.”
For Vancouver-based Zheng, celebrating household ties rings true, too. “Since my mother and father and I moved to Canada from China after I was 4, we’ve by no means actually been capable of rejoice Lunar New 12 months in its entirety, nonetheless we all the time wish to host a household dinner and rejoice with conventional Lunar New 12 months meals, like rice desserts, noodles, glutinous rice balls and dumplings,” she says.
The world of magnificence can be very intently linked. “I stay up for this time of the 12 months as a result of the household will get bolder with the color crimson: crimson lipstick, eyeshadow, jewellery, and clothes. Crimson represents pleasure, happiness and good luck — three issues all of us try for,” reveals Truong. “My mother nonetheless offers me fortunate cash in conventional gold and crimson envelopes and, lately, I’ve been gifting her crimson lipstick.”
It’s this very connection that makes collaborating within the Sephora marketing campaign much more particular for Zheng. “Ever since Sephora began to showcase Lunar New 12 months, one other custom that my mother added to our celebrations was searching for Lunar New 12 months-inspired magnificence merchandise. Since my sister and I obtain hong baos (fortunate crimson pockets which can be crammed with cash) from our aunties and uncles, my mother would take us to Sephora to buy magnificence and skincare merchandise” she says. “This isn’t a cultural custom in any respect, however it’s one thing distinctive to my household that I take pleasure in yearly.”