Sephora Canada wants Canadian content creators to update their squad goals. Specifically, the beauty retailer wants creators to apply to join its Sephora Squad Canada. According to the company, “the localized creator program is designed to accelerate the growth of emerging Canadian talent, foster community and represent the extraordinary diversity that defines Canada.”
The inaugural Canadian Sephora Squad will include up to 10 beauty influencers and creatives from various background and with different audience sizes, with a focus on micro and mid-level creators primarily on Instagram, TikTok and YouTube. Experience with beauty content is required, but because Sephora sees beauty as entwined with all facets of self-expression, the Squad will also look at creators with interests in lifestyle, fashion and wellness and other creative spaces.
The goal is to embody the diversity, authenticity and values of Sephora Canada, the brand says. Applications will open March 25, with the final Squad members being announced in June.
Allison Litzinger, SVP of marketing at Sephora Canada, tells Media in Canada that Sephora is building on the success it’s seen globally with the Sephora Squad program in the U.S. and Middle East.
“We are excited to launch the first-ever Sephora Squad Canada and have our eyes on the future and the potential for us to nurture and expand the Canadian beauty creator community through continued representation,” Litzinger says. “We view this not only as a remarkable opportunity for creators, but also for us as a brand to cultivate deeper, more meaningful connections with creators.”
The local ambassador program is designed to accelerate the growth of emerging talent and create long-lasting connections with Canadian creators, Litzinger says.
“We’ve heard from our beauty community that Canadian creators are looking for more opportunities, and we want to nurture our homegrown talent,” she says, adding it’s a great way for the brand, which has more than 129 stores across Canada, to further connect with creators.
“Deepening our relationships with influencers and creators has been an invaluable way for us to move forward,” Litzinger adds. “We know how impactful creators are in shaping the beauty space, but beyond marketing, the right partnerships – whether that be with creators or community partners – help us bring our purpose to life and foster a more genuine community voice.”
Agency partners include Middle Child for PR and Influential for influencer.
-with files from Greg HudsonÂ
