Sephora is having a convention

Sephora announced today that in honor of their 20th anniversary they’re having a convention, called Sephoria: House of Beauty. The two-day event will take place in October at their downtown L.A. location, and tickets go on sale in July. According to a statement from the brand, Sephoria will be “highly-immersive two-day beauty event fusing high-touch physical and digital experiences”, and there will be the requisite influencers and brand founders. Oh, and swag. All the swag.

I’m completely on board with beauty conventions/trade shows. I think it’s a great opportunity for us to interact with brand reps and get some deals on products. I might even go to one eventually, despite my aversion to huge cities and being in enclosed spaces with lots of other people.

But this feels a bit gimmicky to me. A lot gimmicky actually. They’re talking about interactive experiences and personalized products, and it seems like a lot of buzzwords and not much substance. What kind of interactive experiences? How will products be personalized? Will we get a sneak peek of some new technology that will revolutionize the way we purchase makeup? Or is this just a way to part suckers from their money by promising them a chance to meet Kathleen Lights or Kat Von D?

I generally like Sephora and their community outreach initiatives are pretty great, but this isn’t something I’m interested in. Again, tickets go on sale in July, and VIB and VIB Rouge members get first dibs on tickets.

What do you think about Sephoria? Would you be interested in going?

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