Brent Mitchell on Sephora Squad and recent documentary with Chappell Roan

Transcript

00:00Micro creators, like, dominate the beauty tutorial space now, so we work closely with them.

00:07We're doing more, you know, in the more macro space in, you know, women's sports and music.

00:13A lot of brands are in women's sports and music, but bringing our unique POV, we sponsored the Unrivaled League,

00:21the new women's three-on-three basketball league.

00:24We had the walkout tunnel where all the players, the celebs who came.

00:29And we got so much EMV out of that one little tunnel.

00:32Great job by our partnerships team.

00:35So, and then, you know, how do we build deeper relationships with the players?

00:40We just recently posted something with Angel Reese in our Vanity pregame series.

00:45Check it out on YouTube if you want to.

00:49And then, you know, for those of you who are wondering, what is this Sephora guy doing at an entertainment conference?

00:55We actually did produce a documentary this year.

00:59It launched on Hulu about two months ago.

01:02Faces of Music with Chaparron, Victoria Monet, Becky G, three artists who are authentically very beauty-driven.

01:13Talk about the experience.

01:15Chaparron starts her segment off with no makeup on.

01:18You get to see the whole process, which is super exciting.

01:22So we have that whole mix.

01:23But for us, the core of our influencer approach is our Sephora squad, which starts as, like, a one-year contract with Sephora.

01:33We bring in about 50 new people each year.

01:37Last year we had over 14,000 apply.

01:39We love to say it's harder to get in the Sephora squad than Harvard.

01:43And it's really people.

01:45They mostly have made it out of the micro tier.

01:49We do have some, like, store associates.

01:51And, you know, we provide them the Sephora launching pad.

01:56A creator named Gloria, who's gone on to be one of the biggest creators in the entire world, was a squad member a few years ago.

02:04So that is – they become almost the faces of our feed, their feeds, our brands work with them.

02:13So that is really the heart of our approach at Sephora.