Sephora Partners with The Rockettes as Official Beauty Retailer
Sephora has announced its latest high-profile alliance, establishing itself as the inaugural Official Beauty Retailer for the legendary Radio City Rockettes and their renowned Christmas Spectacular. This collaboration underscores Sephora's strategic focus on diverse partnerships, which in 2025 alone have included significant ventures in women's sports leagues and major entertainment platforms like Hulu and Netflix. The beauty giant aims to leverage the Rockettes' global appeal and centennial celebration to connect with a broader audience, emphasizing shared values of artistry, precision, and empowerment.
The partnership between Sephora and the Rockettes marks a significant milestone, especially as the dance company celebrates its 100th anniversary. Jessica Stacey, Sephora's SVP of External Communications, Experiential, and Marketing Partnerships, expressed enthusiasm for the collaboration, citing the natural alignment between the two brands. She highlighted the Rockettes' attributes such as precision, athleticism, sisterhood, and their enduring holiday tradition, which resonate deeply with Sephora's brand ethos. This move is part of Sephora's broader strategy to engage consumers in novel and exciting spaces, fostering conversations around beauty and performance.
Jessica Tuttle, EVP of Productions at The Madison Square Garden Company, shed light on the Rockettes' extensive reach. While approximately one million people experience the Christmas Spectacular live each year, the troupe's digital footprint is considerably larger, boasting over six million social media followers and garnering 750 million video views in the past year alone. This vast online presence, coupled with the dancers' self-application of makeup and hair, creates a fertile ground for beauty-focused content. Tuttle noted the Rockettes' audience's keen interest in beauty, evidenced by the popularity of their 'Get Ready With Me' (GRWM) posts.
The collaboration is designed with a 'social-first' approach, featuring a series of engaging videos across Instagram, TikTok, and YouTube Shorts. Content will include segments like 'What's Your Red?', showcasing the Rockettes' iconic red lip, and 'Train Like a Rockette,' featuring dancers alongside a Peloton instructor, an influencer, and Sephora's beauty director. Another highlight will be a GRWM video with a Rockette and celebrity hairstylist Mara Roszak. While some external brands will be featured, the core focus will be on Sephora Collection's in-house products, with each dancer receiving a custom makeup trunk filled with these items. This content aims to offer a peek behind the scenes, illustrating how the dancers' impressive self-styling translates to their on-stage brilliance.
Beyond digital engagement, the partnership will extend to physical touchpoints. Sephora plans to host meet-and-greets with the Rockettes at its New York City stores, offering fans a unique opportunity to interact with the performers. The initiative will also include prominent digital billboards in Times Square and signage at Radio City Music Hall. Moreover, Sephora's VIB Rouge members, a tier for its most loyal customers, will have the chance to redeem points for tickets and exclusive experiences at the Christmas Spectacular. This multi-faceted approach is intended not only to delight existing customers but also to attract new ones, thereby expanding Sephora's audience reach.
This alliance represents a powerful fusion of beauty and entertainment, celebrating the Rockettes' legacy while amplifying Sephora's commitment to diversity, empowerment, and artistic expression. By aligning with an institution that embodies similar values, Sephora is poised to further enhance its brand image and connect with a wide demographic through the glamour and tradition of the Rockettes.