For the third year running, Sephora appointed Carbon to develop and deliver their biggest regional campaign of the year - Holiday 2025. Across ANZ, SEA & CN, Sephora aimed to strengthen its emotional positioning in APAC by moving beyond transactional holiday messaging and owning a single, distinctive idea: joy.
The brand sought to resonate with younger beauty gifters by transforming gifting into a meaningful emotional exchange, while ensuring the campaign translated seamlessly across markets and retail touchpoints.
We created “Joy Comes in Stripes”, elevating Sephora’s iconic striped bag from packaging to emotional symbol — celebrating the “moment before the moment” when joy arrives even before a gift is opened.
By positioning the stripes as a trigger of anticipation and festive magic, we developed a cohesive 360° platform spanning strategic campaign communication, hero creative and in-store retail assets, cementing Sephora as the brand that turns beauty gifting into pure joy.
