Exclusive: Sephora Canada Launches First Diwali Campaign

Photography courtesy of Sephora

With Canadian influencers Ankita Bhardwaj and Thanuska Subramaniam.

Every year in November, Diwali, the five-day Hindu religious festival, also known as the Festival of Lights, takes place – and this year Sephora Canada celebrates the event with its first dedicated Diwali campaign.

The Diwali campaign is the latest in Sephora Canada’s “We Belong To Something Beautiful” campaign series, first launched in 2019 to honor “the inclusion of all the communities that shape Canada”. Through the series, Sephora Canada says it “strives to create a space where diversity is celebrated, self-expression is honored and all Canadians feel a sense of belonging. For this campaign, the brand called on Canadian influencers Ankita Bhardwaj and Thanuska Subramaniam.

On how beauty and Diwali go hand in hand, Bhardwaj told FASHION: “Before I was officially allowed to wear makeup, Diwali was one of the few times I had the chance to test my skills. . The start of my makeup journey consisted of golden eye shadows and red lips that quickly became a Diwali tradition, mirroring the dazzling display of bright lights and colors. She adds: “Being able to share and celebrate the beautiful tradition of our communities as part of the SEPHORA Canada Diwali campaign is an opportunity of which I am extremely grateful and proud.

Ankita Bhardwaj. Photograph courtesy of Sephora Canada

For Subramaniam, the campaign signals more than just an image. “As a dark-skinned South Asian woman who grew up not seeing many faces that looked like mine in this industry, I am really proud that SEPHORA Canada celebrates Diwali and shares the designer stories about our culture and traditions.” , she told FASHION.

Thankuska Subramaniam. Photograph courtesy of Sephora Canada.

The campaign will also include “Get The Look” images to help others recreate the great looks at home. There will also be an additional “Get The Look” visual featuring Neru Yasokumar, a beauty advisor from Sephora’s site in Bramalea.

Neru Yasokumar. Photograph courtesy of Sephora Canada.

“We are honored to launch our very first Diwali campaign as it marks another step we are taking to deliver on our commitment to diversity and inclusion,” said Deborah Neff, vice president of marketing, in a communicated. “We are proud to continue to work with local Canadian collaborators and champion the representation of the many demographics that make up our diverse country and our Canadian clientele. We hope this campaign inspires our clients to celebrate new beginnings. “

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