TBWA\Chiat\Day LA observed that the luxury category was stuck in an authenticity rut, relying on clichéd, idealized themes that felt disconnected from reality. This intimidating, overly shiny perception of the category caused consumers to gravitate towards more approachable brands during holiday shopping.

This perception of intimidation wasn’t just hurting the category—it was impacting Sephora itself. The brand wasn’t seen as a go-to for holiday gifts. For one, beauty gifts, in particular, felt extra high-pressure, risky, and “too intimate.” Additionally, infrequent shoppers found the brand “overwhelming” when it came to holiday shopping.

To win the holidays, Sephora needed to break through the luxury gifting stigma. The goal? Reposition the brand as the ultimate destination for simple, stress-free beauty gifting—making Sephora feel attainable, easy, and approachable.

Sephora faced a perception problem: it was seen as too overwhelming and intimidating to gift from. TBWA\Chiat\Day LA set out to flip that script and prove it’s actually the easiest place to win the holidays. Because great gifts don’t have to be complicated, the focus was on the basics. Does the person have a nose? Get a candle. Lips? Lip balm. Hair? Shampoo. With Sephora’s curated selection of top products, it’s impossible to go wrong.

Enter “Don’t Overthink It,” a cheeky campaign that reintroduced Sephora as the ultimate no-brainer gifting destination. Whether it’s a glam aunt Aya, a BFF’s kid Xander, Husband Dan with luscious hair, or that coworker who might be named Sheryl—there’s something perfect for everyone.
Sephora made holiday gifting feel simple, just like it should be.