Co-branded festival activations are in our future.

It’s takeover day today! We’ve partnered with Sephora to give you an inside look at their Head in the Clouds festival activation, which took place yesterday, in collaboration with a select group of K-Beauty brands: innisfree, Glow Recipe, and LANEIGE. In today’s letter, we’re diving into the partnership with the Sephora team, and on our Instagram, throughout the day, we’ll be sharing content from inside renders and sketches of the space to interviews with their team members on-site so you can get a feel for the space. You won’t want to miss it.

Also, before we get into the other topics we’re covering, in case you missed it, on Monday we shared a really fun interview with Urban Decay’s Global Head all about their campaign with Mika Abdalla, the Off Campus star’s first-ever beauty campaign. We dive into the process of selecting this talent, the creative process behind ideating the campaign, and lessons for other brand builders and marketers across categories. Highly recommend reading that one.

TODAY’S LETTER: Another example of why Zac Posen and the entire Gap Inc. team has been absolutely crushing it; a beauty brand that is about to skyrocket thanks to their hiring strategy; the fun gifting strategy this alcohol brand implemented that tied to their big partnership and theme of nostalgia; why Summer Fridays showed us that we need to think beyond main stars when it comes to talent partnerships; and more.