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Sephora’s Color iQ Shade Matching Technology Inspires Art

The immersive installation in Toronto was created using more than 140,000 shades of "diverse Canadians" who used Sephora's Color IQ shade-matching tool.

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By: Marie Redding

Senior Editor, Rodman Media


Sephora Canada unveiled Sephora Illumination, powered by Color iQ, the retailer’s shade-matching AI technology. 

The new immersive installation “showcases the diversity of beauty,” Sephora says. It was created using more than 140,000 shades of “diverse Canadians” who found their unique match through Sephora’s free in-store Color iQ service.

“The installation is a stunning reflection of the nation’s collective beauty from coast-to-coast,” Sephora states. 

Sephora Illumination powered by Colour iQ is free for all visitors runs from May 25th to June 1st in Toronto, across the street from Sephora’s Bloor Street store.

It features four 12-foot-tall digital screens and visitors to animate each shade particle through music and movement—becoming an individual driver of the artwork and creating their own unique visual experience. 

“By harnessing the power of our innovative Color iQ technology, this installation showcases the incredible spectrum of beauty that exists in Canada, and we hope it empowers our clients to feel confident and proud of their individuality,” says Allison Litzinger, senior vice president of marketing, Sephora Canada.

Litzinger adds, “This campaign reinforces Sephora as an inclusive beauty retailer and supports our efforts in continuing to make diversity a cornerstone of Sephora Canada’s commitment to our loyal beauty community.”

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