Sephora is partnering with Complex for a Beauty Hub – World Water Day

Sephora and Complex Networks are teaming up.

The makeup giant and the BuzzFeed Inc.-owned media brand that covers the cross section of streetwear, fashion and black culture will initially partner for six months to produce beauty-focused content that can be found on BuzzFeed channels. latter, marking Complex’s first official foray into this space

The “Beauty Beyond the Surface” hub will feature editorials and video series from recognizable names and faces in the lifestyle and sneaker space, along with Complex employees telling vivid stories about their personal beauty and style journeys.

“It started with the Complex audience in mind. We obviously have a commitment to our diverse brands and our diverse audience, and Complex is an incredible voice working to improve communities of color and we felt like there was a great synergy there,” said Abigail Jacobs, senior vice president of brand and integrated marketing at Sephora on why the company approached Complex. “We also think of Complex as an incredible destination for style, and there is such an opportunity and synergy between style and beauty that we feel hasn’t been taken advantage of yet, so we were very excited about that opportunity and fortunately when we approached to them. They were excited too.”

She added that she saw Complex’s lack of beauty coverage to date as an opportunity rather than a hindrance. “We felt like it was an opportunity to build something together and like I said, style and beauty go hand in hand.”

For Complex, Jeff Mazzacano, senior vice president of brand partnership sales, described the new venture as “a pretty untraditional partnership.”

“When it came to the beauty space, no one was really talking about it through some sort of cultural lens, so Sephora came to us as a leader in the space that reaches a young and diverse audience to really tell the stories about beauty. beauty habits, beauty marks. specific to the BIPOC audience we serve,” she said. ‘It wasn’t a traditional based on the numbers, based on previous editorial credits [partnership]. They really understood that we had a firm grip on the young women of BIPOC and we really wanted to tell a deeper story about brands, trends and stories around beauty and hair.”

As far as what the partnership will entail, it will be a mix of online articles, videos, with content posted weekly. “Everything from the greatest beauty moments in hip-hop, to the red lip celebration, to a great story that was one of our first pieces that talked about braids as a protective hairstyle,” Mazzacano added.

Source: wwd.com