How a (H)airline Took Off: Sephora’s Sky-High Lesson in Viral Branding

When Branding Takes Flight (Literally)

In a world where everyone's attention span is shorter than a TikTok reel, brands have two options: fade into the background or stand out loudly.
Sephora took to the skies.
And they did it loud.
In perhaps the most surprising brand moment of the year, Sephora debuted a campaign so genius, it flew away — pun intended. The beauty behemoth introduced an actual plane branded with "Sephora Hairlines," mirroring the cheeky pun of a "(h)airline" to advocate for their haircare line.
What began as a joke turned into a brand moment of strength, demonstrating once more that clever concepts don't simply sell merchandise — they make headlines.

What are Sephora Hairlines?

Here's the breakdown:

• The name: "(H)airline" — a play on words that blends haircare and airline. Plain, cheeky, and not easily forgotten.
  
  
• The execution: A full-sized plane, branded in Sephora style, highlighting the new haircare collection while taking flight (both literally and figuratively) into social media fame.
  
  
• The effect: Viral hype, tens of millions of impressions, and a lesson in experiential marketing mastery.
  
  

This wasn't merely about shampoo — it was about taking the customer experience to new heights in a fashion no one anticipated.

1. They Didn't Sell. They Entertained.Customers are tired of ads. But they adore stories — particularly the hilarious, surprise ones. By embracing humor, Sephora caused people to chuckle, share, and post.

2. The Pun Had Purpose.

Puns tend to get a bad name in marketing. But this one? It was product-relevant and brand-relevant. It wasn't arbitrary — it was deliberate, connecting directly to their haircare business.

3. It Was Built for Virality.

In 2025, if it's not sharable, it's forgettable. The plane, the visual pun, the boldness — everything was built for reels, TikToks, and carousels.

4. It Made Sephora Relatable.

Luxury does not need to be stuffy. This campaign brought Sephora to life as fun, fresh, and bold — things younger consumers yearn for.

No matter whether you are a small business, a startup, or an established brand — here's what you can steal (ethically) from Sephora's playbook:

• Be willing to go big with small ideas. A pun can sound ridiculous, but with proper execution, it can cause worldwide ripples.
  
  
• Make moments, not messages. Moments create brand memory. And brand memory drives loyalty.
  
  
• Be human, be playful, be bold. The best campaigns today feel like they were created for the people, not the boardroom.

The Sky Isn’t the Limit — It’s Just the Beginning

Sephora's "(h)airline" wasn't a campaign. It was an argument that creativity can still surprise. In a time of algorithm-soliciting and AI-produced sameness, a well-placed pun — supported by aggressive action — became the most memorable moment in marketing.

It stands as testament that when done well, a pun can take a brand farther than any advertisement budget ever has.
So how far would you go for a pun?