Sephora Named Official Beauty Partner of Dancing with the Stars

Collaboration Format and Launch

Sephora’s presence begins with the September 15 premiere of Season 35 of Dancing with the Stars. As an LVMH-owned retailer, the brand is integrating deeply into the show's production. This goes beyond standard advertising. Sephora provides on-site vanity stations for audience members and offers touch-up services. The team also created a specific "last looks" activation for the show's cast, linking the brand directly with the program's content.

Communication Channels and Goals

Alongside TV exposure, Sephora is distributing custom social media content. This omni-channel approach targets younger demographics. Megan Black, SVP of Digital Marketing & Media at Sephora, noted that the platform reaches an engaged, cross-generational audience. The goal is to position beauty as a source of confidence and self-expression. This move follows Sephora's role as the first Beauty Retail Partner of the US Open, expanding its crossover marketing in sports and entertainment.

Industry Context and Marketing Logic

Beauty retailers are increasingly leveraging entertainment IPs. Partnering with hit reality shows allows brands to shift from transactional selling to lifestyle connection. The mix of on-air integrations and live experiences creates immersive brand touchpoints. For Sephora, tapping into the show's broad viewership strengthens brand awareness in the mass market. This model reduces the intrusiveness of ads, weaving beauty consumption into the entertainment viewing process, aligning with current experiential marketing trends.

Implications for B2B Procurement and Brands

For brands seeking exposure, entertainment IPs offer new traffic channels. In supply chain and product selection, companies can follow Sephora’s lead by planning limited editions or samples around key program dates, such as premieres or finals. Compliance-wise, advertising disclosure norms must be observed to ensure transparency in brand placements. B2B buyers evaluating co-branded or custom activation campaigns should assess execution costs against ROI to avoid blind investment. Prioritizing the fit between brand and IP is more critical than chasing raw reach metrics.