Sephora Canada Launches a Lunar New Yr Marketing campaign
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 immediately, Sephora followers can store an assortment of limited-edition beauty goods in addition to customized Lunar New Yr present playing cards and promo provides. What’s most noteworthy, nevertheless, is the marketing campaign’s much-welcomed push previous the business by that includes significant moments of cross-cultural alternate that spotlight totally 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 twelfth.)
The Lunar New Yr marketing campaign is the most recent extension of Sephora Canada’s We Belong To Something Beautiful sequence, a platform that’s been championing range and inclusion since its inception in 2019. To deliver the marketing campaign to life, the sweetness retailer has introduced on Canadian influencers Brigitte Truong and Angel Zheng.
By means of movies and pictures shared throughout Sephora Canada’s social media platforms, each girls shall be seen highlighting the importance that the vacation holds to them. Truong may also 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 mother and father and I at all times go to the Buddhist temple across the nook from their house. 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 get pleasure from different festivities which are 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 rapid and prolonged household to return collectively to get pleasure from meals, love and the alternate of purple envelopes,” she provides. “Extra importantly, it’s a time for us to actually pay homage to our family members who’ve handed on: Household gatherings enable us to honour the blessings they gave us once 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 have a good time Lunar New Yr in its entirety, nevertheless 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 also be very intently linked. “I sit up for this time of the yr as a result of the household will get bolder with the color purple: purple lipstick, eyeshadow, jewellery, and clothes. Crimson represents pleasure, happiness and good luck — three issues all of us attempt for,” reveals Truong. “My mother nonetheless provides me fortunate cash in conventional gold and purple envelopes and, in recent times, I’ve been gifting her purple lipstick.”
It’s this very connection that makes taking part 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 purple pockets which are stuffed 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, but it surely’s one thing distinctive to my household that I get pleasure from yearly.”