Three months on from Sephora UK’s landmark Belfast opening, the brand is rolling out a new short film to introduce some of the local faces behind its Belfast store.
Sephora Belfast Beauty Advisors, Matthew McKnight, Rachael Donnelly, Sade Mtowa and Caitlin Rice star in the short film, sharing the inside track on their beauty journeys, what makes Belfast special, and how the new store has created a welcoming space for a diverse array of beauty fans.
Filmed around some of Belfast’s top beauty spots, with the iconic Big Fish and the rainbow umbrellas on Commercial Court also making an appearance, the ‘Meet Me at Belfast’ short film is a celebration of all’s that’s beautiful about Belfast.
Diversity, creativity, and the iconic Belfast welcome are themes that come through strongly in the video, which heroes the ‘infectious energy, creativity and the most supportive atmosphere’ that Sephora Belfast Beauty Advisors have been bringing to customers since opening day.
Local Matthew McKnight says he’s “proud to be from Belfast,” and describes the Belfast beauty scene as ‘individual, very, very personal.” Speaking of his experience working in the new Sephora Belfast store he says the diversity and warm welcome for the brand has been incredible: “the atmosphere is so supportive, it's so positive,” he says.
For Caitlin Rice, who lives in Newry, her role in the new Belfast store, and spending time in the city has helped broaden her horizons. “Coming up to Belfast has definitely opened my eyes to more experiences,” she reveals in the film. “It's creative. You can be who you want to be, and you can wear what you want to wear. There's so much for everybody.” Beauty enthusiast Sade was born in South Africa, and moved to Northern Ireland, aged four. Having lived away in Canada and England, she moved back to Belfast two years ago to be with family.
Her role in the new Sephora store has provided her with a creative outlet and the opportunity to experiment.
“Belfast is that place: bold, confident, loud, but supportive, loving, caring,” she reveals in the film. “What inspires me is actually seeing the variety. It gives me ideas of how I can apply my make-up when I can try out something I haven't thought of before.
“Everyone wants to be a part of this. Everyone wants to feel great about themselves. Who doesn't want that?”
And for Rachel Donnelly from Belfast, now based in Antrim, Belfast is a city on the rise: “It's really evolving, it's really diverse, and we're really welcoming… The energy is infectious,” she says in the film.
Editorial make-up artist Aoife Boyle (Instagram, @aiofeboylemakeupartist) was the makeup artist for the shoot. Based in Donegal, and working right across the North West of Ireland, she was behind the striking make-up looks for Derry actress, Saoirse Monica Jackson’s editorial shoot for British Vogue.
Commenting on her experience, she said: “When I was asked to be part of the Sephora UK campaign celebrating beauty and Belfast, I was genuinely so excited. I love Belfast - it has so much character, and I'd consider it one of the friendliest cities in the world. My journey in make-up has brought me opportunities and experiences I never could have imagined a few years ago, and being involved in a Sephora shoot like this feels really special! The beauty community in Belfast is bold, creative, and empowering, and I think Sephora Belfast captures the energy, individuality and sense of community that makes the city such an inspiring and special place."
Watch the short film online now @SephoraUK on Instagram.
