To launch Café Sephora in New York City, The Brand Agency collaborated closely with Sephora’s team to curate a guestlist for the exclusive experience at the iconic Sadelle’s. TBA compiled a list of key tastemakers in fashion, beauty, food, and fragrance to celebrate the New & Now Fragrance Edit, featuring Sephora’s most-loved scents.

After finalizing a handpicked influencer list, we worked with production to send personalized mailers to select VIPs. The Brand Agency closely worked with influencer teams to ensure delivery, as well as organically post the mailer on their social channels.

For the event, we hosted a number of creators, including Phoebe Reynolds (336K Followers), NYC foodie group Sisters Snacking (580K Followers), and Carolina Freixa (742K Followers). Given the devastation of the wildfires in Los Angeles, our team also communicated to influencer attendees about the opportunity to support Sephora’s relief efforts. The event resulted in over 75 million organic social impressions.