Beauty industry players are now exploring new territories. A case in point is the cosmetics giant’s latest initiative: Sephora Sounds. The concept aims to support musical artists from diverse backgrounds who are struggling to make their voices heard, in every sense of the word.
What if beauty industry manufacturers were to become social players in their own right? Sephora seems to be moving in that direction. The company’s American branch has just announced the creation of Sephora Sounds. The aim of this musical collective is to provide financial support for artists of all nationalities, ethnicities, religions, sexual orientations…
Artists participating in the Sephora Sounds program will have their exclusive music and soundtracks integrated into Sephora’s social content (TikTok, Instagram…).
Over 70% of participating artists said they had never benefited from such a paid opportunity, and 60% explained that they had never been approached by a brand.
According to the company, one of the artists in the program saw its listener base grow to 30,000 on the Spotify platform.
“For Sephora, designer inclusion isn’t limited to beauty. We believe it should exist in all forms and in all industries. It starts with giving these artists a platform to be heard,” said Brent Mitchell, Vice President of social media and influencers at Sephora.
