Sephora has a mission to empower every person to define his/her own beauty, and together keep redefining what beauty is. “My Beauty Power” is their global campaign to deliver this mission.

The Human Resource of Sephora APAC team wanted an idea to enable the adoption of this mission internally — in particular for the retail stores’ employees who have a hard time in translating conceptual values.

In order to simplify the understanding of “My Beauty Power”, the value pillars are reimagined as hidden superhero powers within each employee. In order to release the power to its maximum potential, one would require to embark on an ardent discovery journey.

The story was then developed into a device-responsive role-playing game where employees imagined themselves as a pivotal character in the futuristic ‘world of Sephora’. They made decisions and decided the fate of the world through actions that exemplified each EVP.

The gameplay was engaging, easy to understand, and built to support Sephora’s intended learning goals. With an average visit rate of 52%, Sephora’s employees were able to experience first-hand the conceptual meanings and applications of each EVP through the app’s interactive storyline. Most of the employees leave positive feedback towards experience.