Setting spray, pimple patches, and LED face masks are not products Seth Rogen knows particularly well. In Sephora’s new holiday campaign, his lack of beauty knowledge is precisely what brings him into the store in search of help. His shopping list includes gifts for family, friends, and colleagues, and the challenge is to find something each of them will genuinely appreciate.
The We All Sephora campaign, developed for the U.S. and Canadian markets by agency GUT New York, was directed by Jason Woliner. Rather than addressing experienced beauty enthusiasts, Sephora has chosen to put shoppers who find beauty products unfamiliar, particularly when buying for others, at the center of its holiday communication.
In the ads, Rogen tries to make sense of the products he encounters with the help of a beauty advisor named Charlotte. Setting spray and pimple patches lead to a series of humorous misunderstandings, while the advisor gradually guides him toward suitable gifts. These include a fragrance for his cousin, products for his producer, and red light therapy LED masks, which he uses alongside his mother in the commercial.
Rogen’s role in the campaign draws on his signature humor while allowing the brand to highlight a service available to all customers: expert guidance in choosing products. His lack of experience becomes a way for Sephora to show that beauty shopping can also be accessible to people who do not follow beauty trends.
“I had a lot of fun working on this campaign with Sephora. Holiday gifting can be stressful, so anything that makes it easier is a win in my book,” said Seth Rogen.
According to Zena Arnold, Chief Marketing Officer at Sephora U.S., the campaign aims to make finding the right gift easier, especially for those who do not know where to start. As she explains, Rogen was chosen for the warmth, curiosity, and humor he brings, making beauty products feel more approachable to a broader audience.
The campaign attracted attention even before its official launch. At Sephora’s store in The Grove shopping complex in Los Angeles, the brand’s name was temporarily replaced with “Sethphora.” The activation in Rogen’s home city, accompanied by teasers on social media, served as a preview of the campaign’s October 29 launch.
We All Sephora rolled out across linear and connected television, streaming platforms, and social media, while the products Rogen selects in the commercials are also available through a specially curated selection on Sephora’s website and app.
