Sephora has taken its marketing efforts to recent heights — and a recent medium.

The retailer is debuting a documentary film this week called “The Fantastic thing about Blackness.”

It chronicles the inception, decline and relaunch of Fashion Fair, which got here back to market last 12 months under the ownership of Desirée Rogers and Cheryl Mayberry McKissack.

Sephora created the film in partnership with Vox Media’s Epic Digital and Vox Creative subsidiaries, in addition to Ventureland. It was subsequently acquired by HBO Max, where it should be available this week.

“We were honored to accumulate Fashion Fair in 2019, a brand which ash a lot history and significance to the Black community. With this documentary, we’re capable of share our journey of bringing this pioneering, Black-owned beauty brand back to the marketplace,” Rogers and Mayberry McKissack said in an email.

Although the format is recent territory for Sephora, the brand’s resurrection made it perfectly fitted to a long-form medium.

“When our merchant partners internally told us we could be the exclusive retailer for Fashion Fair, we dug into the story. We felt that the standard marketing vehicles and tactics didn’t do it justice,” said Abigail Jacobs, Sephora’s senior vp, brand and integrated marketing. “It is a story that deserves a narrative around it. It was something we had never done.”

The documentary encompasses a few other interview subjects, including singer Kelly Rowland, and sweetness editors Julee Wilson and Kayla Greaves.

“There are loads of different stories that could be told. Entertainment at its heart is just storytelling, and as community builders, and as brand builders, we’re really thinking about creating this inclusive community,” said Candace Payne, director of campaigns and content, Sephora. “The connection between beauty and entertainment may be very strong because there are such a lot of stories that have to be told. We feel very responsible to be certain that those stories come through.”

Sephora is just not the primary beauty company to blur the lines between beauty and entertainment. Beekman 1802 and Pat McGrath Labs have each announced collaborations with the Netflix show “Bridgerton.” Last 12 months, Neutrogena also announced Neutrogena Studios, a recent entertainment division, inaugurated with a brief film featuring Kerry Washington.

“As consumers, there are people behind the products that we buy: there are cultural sources behind putting a brand on the shelves,” Jacobs said. “There are characters and rises and falls and tensions and things that make for a very good story behind the creation of brands.”

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