THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Industry

See previous winners and honorees here.</a>"> Auto See previous winners and honorees here.</a>"> Beauty See previous winners and honorees here.</a>"> Business to Business See previous winners and honorees here.</a>"> Consumer Brand See previous winners and honorees here.</a>"> Education See previous winners and honorees here.</a>"> Entertainment See previous winners and honorees here.</a>"> Financial Services See previous winners and honorees here.</a>"> Fitness, Health, & Wellness
<br>See previous winners and honorees here.</a>"> Food & Beverage
See previous winners and honorees here.</a>"> Gaming See previous winners and honorees here.</a>"> Government & Politics See previous winners and honorees here.</a>"> Hospitality See previous winners and honorees here.</a>"> Insurance See previous winners and honorees here.</a>"> Live Events See previous winners and honorees here.</a>"> News & Media See previous winners and honorees here.</a>"> Non-Profit See previous winners and honorees here.</a>"> Pets & Animals See previous winners and honorees here.</a>"> Pharma & Healthcare See previous winners and honorees here.</a>"> Real Estate See previous winners and honorees here.</a>"> Restaurants See previous winners and honorees here.</a>"> Retail & E-Commerce See previous winners and honorees here.</a>"> Social Activism See previous winners and honorees here.</a>"> Sports See previous winners and honorees here.</a>"> Technology See previous winners and honorees here.</a>"> Television See previous winners and honorees here.</a>"> Travel & Tourism See previous winners and honorees here.</a>"> Wine, Beer & Spirits

Strategy & Engagement

See previous winners and honorees here.</a>"> Brand Partnership See previous winners and honorees here.</a>"> Call to Action See previous winners and honorees here.</a>"> Community Management See previous winners and honorees here.</a>"> Creative Use of Technology See previous winners and honorees here.</a>"> CTV/OTT See previous winners and honorees for Insights and Trends here.</a> <a href=https://shortyawards.com/9th-impact/"https://shortyawards.com/category/16th/data-visualization">See previous winners and honorees for Data Visualization here.</a>"> Data & Insights See previous winners and honorees here.</a>"> Earned Media See previous winners and honorees here.</a>"> Event & Experiential See previous winners and honorees here.</a>""> Gamification See previous winners and honorees here.</a>"> Humor See previous winners and honorees here.</a>"> Innovative Media Buying Strategy See previous winners and honorees here.</a>""> Integration with Traditional Media See previous winners and honorees here.</a>"> Internal Communications See previous winners and honorees here.</a>"> LGBTQ Community Engagement See previous winners and honorees here.</a>"> Micro-Influencer Strategy See previous winners and honorees here.</a>"> Multicultural Community Engagement See previous winners and honorees here.</a>"> Music & Dance See previous winners and honorees here.</a>"> On a Shoestring See previous winners and honorees here.</a>"> Organic Promotion See previous winners and honorees here.</a>"> Paid & Amplification See previous winner and honorees here.</a>"> Physical and Digital Convergence See previous winner and honorees here.</a>"> Public Service Announcement See previous winners and honorees here.</a>"> Real Time Response See previous winners and honorees here.</a>"> SEO & SEM See previous winners and honorees here.</a>"> Social Commerce See previous winners and honorees here.</a>"> Storytelling
From the 9th Annual Shorty Impact Awards

The Foundation of Belleza

Silver Honor in Fashion and Beauty

Audience Honor in Fashion and Beauty, Branded Series

Entered in Diversity, Equity & Inclusion

Objectives

As one of the largest beauty retailers in the US, Sephora wanted to engage the Latine community in a deeper, authentic way that fully embodies the retailer’s inclusive brand purpose. 

Knowing that Latines are sophisticated shoppers who know what they want from beauty brands, Sephora’s approach to reach this community needed to be genuine to meet its objective of driving retailer preference among the group. 

Through proprietary research, we uncovered an insight we couldn’t ignore: for the Latine audience, beauty is a communal experience. Beauty wisdom is passed down from generation to generation, as moms, tías, and abuelas educate the younger generations. In Spanish, this idea of “vanidosa” means self-care and self-pride, and it’s important to share beauty rituals with the next generation. Riveted by this idea of beauty being a shared story across Latine generations, Sephora had a unique opportunity to authentically tell the stories of this rich culture.

The idea: leverage rich brand storytelling to create a first-of-its-kind content series celebrating Latine beauty entrepreneurs and the profound connections between identity, self-care, and ancestral memory. The four-part series illuminates the journeys of influential beauty brand owners, shedding light on how their roots and heritage inspired and shaped their ability to create innovative brands that authentically represent and celebrate their communities. 

From a creative perspective, our goal was two-fold: to both captivate audiences and inspire a deeper understanding of the Latine experience, using beauty as our way in.

Strategy and Execution

We needed the perfect distribution partner to ensure this series got in front of the Latine audience at scale. When it comes to Latine viewership, Spanish-language content, and iconic media moments, we identified Peacock as a leader in the space. With more than 70% year-over-year in monthly viewership, a strong multigenerational Latine audience – 7M Gen-Z and 111 index in Latine Beauty Shoppers – they were the ideal platform partner. 

We partnered to transform our idea into a Peacock original series, The Foundation of Belleza, which follows three Sephora beauty brand founders as they share their vulnerable, personal beauty experiences and unpack their definition of beauty. 

Over the course of five weeks, we followed three Latine beauty brand founders—whose products are sold at Sephora—in their hometowns, meeting family, seeing their process, and understanding how rituals were passed from one generation to the next.

To adhere to Sephora’s goal of creating inclusivity in front and behind the camera, and to ensure stories are told as authentically as possible, not only did our subjects identify as Latine, but 92% of our crew – including Sundance-recognized director Gabriela Ortega – did, too.

Sephora needed a strong storyteller to guide viewers from each Latine community. We recruited relevant Latina talent, Emmy award-winning host and singer Adrienne Bailon-Houghton to act as our connective tissue, interviewing brand owners to uncover their origin stories, beauty journeys, and perspectives on how to inspire future generations. 

Knowing that social distribution and organic traffic to Peacock would drive viewership, we included a key Latine beauty influencer in each episode and hired a behind-the-scenes crew to capture content that would feel native to their social platforms —expanding the narrative and connecting more deeply to audiences.

Over the course of post-production, we developed a rich media plan that included more than 75 pieces of social content, placement on Sephora’s Times Square billboard, and big media moments across Spanish language TV and award shows. 

The series launched on Peacock on November 15, 2023 and captivated the attention of Latine viewers nationwide.

Results

The results were nothing short of incredible and delivered on Sephora’s business and creative goals. 

Based on the accompanying brand lift study, the series and surrounding media significantly enhanced perception of Sephora, including an off the charts 13% lift in Sephora brand trust among Latine audiences. The brand also saw an 11% lift in recommendation intent among the Latine community.

During the 10-week campaign we saw amazing results and consumer engagement with the content, beating all campaign goals by double digits:

- 44M paid media impressions

- 14M social media impressions

- 800,000+ hours watched

- Avg 12 minutes per viewer

- The second most watched Peacock original brand series

 

Media

Entrant Company / Organization Name

Digitas, Sephora

Link

Entry Credits