Insider Intelligence spoke with Kate Biancamano, director of events and experiential marketing at Sephora, about expanding the beauty brand’s offerings into the virtual world.

II: What is the SEPHORiA Virtual House of Beauty?

biancamano: SEPHORiA Virtual House of Beauty is our largest digital event where we offer our Beauty Insiders a personalized and immersive experience. The Virtual House of Beauty had multiple rooms and lots of content from our brand partners and Sephora Beauty directors for customers to engage with. The entire experience is meant to be interactive, with games for customers to play, live content, and video on demand. It’s a four-hour event, so patrons can peruse the space digitally at their own pace.

Clients were at the home theater watching our teacher…