Sephora Canada Launches a Lunar New Yr Marketing campaign

Brigitte Truong and her mom, Michelle. Courtesy of Sephora Canada.

Starring Canadian influencers Brigitte Truong and Angel Zheng.

This yr, Lunar New Yr welcomes The Yr of The Ox and Sephora Canada is getting the festivities began early with the discharge of its fifth annual Lunar New Yr marketing campaign.

Starting at this time, Sephora followers can store an assortment of limited-edition beauty goods in addition to customized Lunar New Yr reward playing cards and promo presents. What’s most noteworthy, nonetheless, is the marketing campaign’s much-welcomed push previous the business by that includes significant moments of cross-cultural trade that spotlight completely different values and traditions behind the vacation. (Lunar New Yr is an annual 15-day competition that’s celebrated by a number of East Asian cultures around the globe. It formally kicks off on February 12th.)

The Lunar New Yr marketing campaign is the most recent extension of Sephora Canada’s We Belong To Something Beautiful collection, a platform that’s been championing range and inclusion since its inception in 2019. To deliver the marketing campaign to life, the wonder retailer has introduced on Canadian influencers Brigitte Truong and Angel Zheng.

A collection of limited-edition Lunar New Yr magnificence choices out there at Sephora Canada.

By means of movies and pictures shared throughout Sephora Canada’s social media platforms, each girls will probably 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 Yr, which is the busiest day, my dad and mom and I at all times go to the Buddhist temple across the nook from their residence. This is a chance for us to wish to deities for good luck, blessings and prosperity within the coming yr,” 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 conventional dragon dance, distinctive vacation treats and festive music.”

“The vacation is a vital time for our fast and prolonged household to come back collectively to take pleasure in meals, love and the trade 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 enable us to honour the blessings they gave us once they have been nonetheless with us.”

Brigitte Truong photographed alongside her mom Michelle. Courtesy of Sephora Canada.

For Vancouver-based Zheng, celebrating household ties rings true, too. “Since my dad and mom and I moved to Canada from China after I was 4, we’ve by no means actually been capable of have a good time Lunar New Yr in its entirety, nonetheless we at all times prefer to host a household dinner and have a good time with conventional Lunar New Yr meals, like rice truffles, noodles, glutinous rice balls and dumplings,” she says.

The world of magnificence can be very intently linked. “I look ahead to this time of the yr 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 Yr, one other custom that my mother added to our celebrations was searching for Lunar New Yr-inspired magnificence merchandise. Since my sister and I obtain hong baos (fortunate crimson pockets which can be full of 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.”

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