A Celebration of Women In The Mix

Digital Event Social Video

Sephora is amplifying the voices of women in music.

Leveraging the authority and impact of a longstanding partnership between PEOPLE and The Recording Academy, The Foundry helped Sephora turn the volume up on their Sephora Sounds initiative, a collective of unsigned artists that the brand is championing. Using this existing venture as a springboard, the program focused on honoring those who have paved the way for women across the industry.

Custom Video Influencer Shoppable

The multi-platform Women In The Mix program consisted of five compelling native articles on PEOPLE, and four “Get Ready With Me” TikTok videos starring Sephora Sounds artists. The campaign came to a triumphant end with a high-profile event held in Los Angeles during GRAMMY week.

An introductory article announced Sephora’s involvement in the event and provided context on Sephora Sounds. Four additional articles introduced Sephora Sounds artists Rawan Chaya, Beth Million, Dounia, and Aint Afraid as “Musicians You Need to Know.” The overarching mission of Women In The Mix stayed central to each article as readers were immersed in each artist’s story, and Sephora products were creatively incorporated via shoppable beauty playlists. All custom content was housed in a robust, editorially led destination.

Four “Get Ready With Me” TikTok videos also featured Sephora Sounds artists. We paired each singer with a female makeup artist, allowing them to talk openly about their experiences as women in a male-dominated industry. Each video was posted organically on PEOPLE’s TikTok page and embedded within its corresponding native article.

Finally, PEOPLE, The Recording Academy, and Sephora kicked off GRAMMY week with A Celebration of Women In The Mix, a networking luncheon hosted at this year’s GRAMMY House. The event featured a panel discussion, performances by Sephora Sounds talent, and Sephora makeup touch-up booths throughout.

Among the over 200 guests at the event were influential members of The Recording Academy, industry icons, and friends of PEOPLE and Sephora. This contributed to the event’s over 1.9B earned media and press impressions. The program’s native elements also generated strong CTRs, indicating that PEOPLE was the right platform for Sephora’s messaging.