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5 Things to Look for at Sephora This Fall

This fall at Sephora, there’s a lot more going on than the usual cadence of new lipsticks, highlighters and moisturizers. The retailer is undergoing a search for a new Americas chief executive officer following the departure of former head Calvin MacDonald for Lululemon, and at the same time, undertaking a slew of new initiatives — from large-scale events to launches — that are in line with the latest beauty trends. Going Experiential With Sephoria Event Sephoria — Sephora’s version of a beauty festival — is set to take place Oct. 20 and Oct. 21 at the Majestic in downtown Los Angeles. The Instagrammable and shoppable experience will take paying guests (tickets run $99 to $449) through different themed rooms and “beauty experiences,” including the Masterclass Theater, the Custom Palette Room and the Lip Lounge. The experience will be filled with beauty insiders, including hairstylist Jen Atkin, Dr. Howard Murad and Priscilla Ono, the global makeup artist for Fenty. An attendee gets her makeup done at Meccaland.  Courtesy Sephoria is in line with larger trends in beauty retailing, which have turned to experiences in order to drive traffic and social sharing. In April, Australian specialty beauty retailer Mecca debuted Meccaland, a three-day beauty festival complete with influencers,

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