Sephora hires Seth Rogen for holiday ads targeting gift-givers

Sephora has launched a holiday advertising campaign starring Seth Rogen, aimed at consumers who are not familiar with beauty products but want to find thoughtful gifts, Retail Dive reported.

Instead of focusing on its usual base of knowledgeable beauty shoppers, the campaign targets gift-givers who need guidance. Rogen plays a clueless shopper who receives help from an in-store beauty adviser named Charlotte.

The ads showcase Sephora's services such as beauty advisers and a product list curated by Rogen available on Sephora's app and website. The campaign includes 30- and 60-second spots where Rogen humorously misunderstands beauty products but ultimately finds suitable gifts, including matching LED masks for him and his mother.

The campaign features a store rebranded as 'Sethphora,' which appeared at a real Sephora location in Los Angeles to build anticipation. The ads, directed by Jason Woliner and created by agency Gut New York, are running in the U.S. and Canada.

Sephora has previously incorporated celebrities into its holiday marketing, including collaborations with Mariah Carey and Billy Eichner, as part of LVMH's strategy to drive growth during the fourth quarter.