Like many brands, Sephora is leaning into creative ways to connect with consumers through experiences.
The beauty retailer recently hosted a Spotify Underground event in Miami that turned the “Get Ready with Me” trend into an immersive experience. Designed to engage Gen Z, the “Glow of Miami Nights” event aimed to blend music fandom with beauty culture.
“For Gen Z, music is a core identity marker, not just background noise,” said Bridget Evans, Spotify’s global head of advertising business marketing at Spotify. “With Sephora, we wanted to move beyond the screen and turn music taste into a physical experience to reach Gen Z. We’re connecting the dots between their favorite playlists and their beauty routines – literally bringing the ‘GRWM’ ritual to life.”
The event featured performances from Anderson .Paak as DJ Pee .Wee and Kitty Ca$h. Spotify mapped Sephora’s beauty services to editorial playlists (like Fresh Finds and Rap Caviar) to bridge digital streaming habits with beauty discovery.
“When a fan walks into a Sephora x Spotify space, they should feel like the environment was curated specifically for their unique Music Personality,” added Evans. “That’s the unlock: when a brand event feels as personal and high-fidelity as a curated playlist, it stops being ‘marketing’ and starts being a meaningful connection.”
Spotify AUX, the in-house brand + music consultancy, produced the event. The group has also created fan experiences for Kit Kat in Brazil, Hollister in Germany and Ray Ban Meta in LA.
The partnership comes as the music streamer found that Gen Z is looking for connection more than ever.
According to Spotify study, 71% of Gen Z consumers said that music and podcasts are the ultimate antidote to doom-scrolling. In addition to the event, Sephora is also the U.S. partner for Spotify’s “Your Top Songs 2025” experience within this year’s Spotify Wrapped.
These activations illustrate how brands are leaning into cultural moments to build in-person connections, particularly among Gen Z. “We view these IRL experiences as the ultimate space for creative storytelling,” said Evans. “Gen Z is craving more meaningful connections than ever before, and music and podcasts are the ultimate catalyst for that true connection – both online and IRL.”
