Content Strategy Sample · Portfolio Work

Sephora Middle East
June 2025 Campaign Calendar

Summer Glow Campaign Instagram · TikTok · Reels Strategy by Shrika Nair
Campaign Objective
Drive product discovery and purchase intent during peak UAE summer through a mix of education, aspiration, and social proof — shifting Sephora ME from a posting brand to a content destination.
Summer Context — UAE Market
June = indoors season. Audiences are high-time online, seeking self-care content. Heat damage, SPF, and sweat-proof beauty are top-of-mind. Gifting is low — personal treat purchases spike.
Platform Strategy
Instagram Reels for reach + saves. TikTok for discovery + UGC amplification. Stories for daily engagement + polls. Carousels for education + saves.
Filter by pillar
Skincare Education
Product Launches
Influencer / UGC
Campaign Moments
Click to filter · Click a post for full brief
Sun
Mon
Tue
Wed
Thu
Fri
Sat
Week 1 — Jun 1–7 Summer Reset: protect, repair, glow
1
Instagram Reel
🌞 Campaign Launch: "Your Skin, This Summer"
2
Instagram Carousel
SPF 101: Why you need it indoors in Dubai
3
TikTok
@InfluencerA: "My morning routine, summer edition"
4
Instagram Reel
New Drop: Fenty Skin Summer Shield SPF 50
5
Stories Series
Poll: What's your biggest summer skin concern?
6
Instagram Reel
UGC Repost: "My Sephora summer haul" trending audio
7
TikTok
#SephoraSummerGlow challenge launch
Week 2 — Jun 8–14 Sweat-Proof Beauty: what actually lasts
8
Instagram Carousel
5 products that survive Dubai heat (dermatologist-approved)
9
Instagram Reel
Armani Beauty Luminous Silk Foundation: summer wear test
10
TikTok
@InfluencerB: "I wore full glam in 45°C heat. Here's what survived."
11
Instagram Reel
The 3-step summer skincare routine (under 5 mins)
12
Stories
#SephoraSummerGlow: best UGC roundup this week
13
Instagram Carousel
Weekend Drop: Summer-exclusive Rare Beauty blushes
14
Instagram Reel
Collab: @InfluencerC x Sephora ME "Sunday self-care GRWM"
Week 3 — Jun 15–21 Treat Yourself: self-care is the summer mood
15
Instagram Carousel
How to repair sun-damaged skin (the right way)
16
Instagram Reel
Mid-month campaign refresh: "Glow From Within" reel series ep.1
17
TikTok
New: Charlotte Tilbury Hollywood Flawless Filter — summer glow review
18
Instagram Reel
Micro-influencer spotlight: @DubaiSkinCareDiary honest review
19
Stories
Q&A: "Ask a beauty expert" — summer skin edition live
20
TikTok
"Glow From Within" ep.2 — featuring best-selling summer sets
21
Instagram Carousel
UGC curation: "Your summer shelfies" — community feature
Week 4 — Jun 22–30 End of Month Push: urgency + community reward
22
Instagram Reel
Flash drop: Drunk Elephant Summer Edit exclusive UAE bundle
23
Instagram Carousel
The summer body care routine you're missing
24
TikTok
@InfluencerD: "I tried Sephora's top 5 summer products — honest ranking"
25
Instagram Reel
"Glow From Within" ep.3 — campaign closing chapter
26
Stories
Thursday tip: nighttime recovery routine for summer skin
27
Instagram Carousel
Last chance: Summer edit products ending this week
28
TikTok + Instagram
Final #SephoraSummerGlow roundup — best community submissions
29
Instagram Reel
Month recap: "This is what summer at Sephora looked like"
30
Instagram Carousel
Teaser: "July is coming" — preview next month's big arrivals

Why this works for UAE in June

KPIs I'd track weekly