The beauty retailer has really pushed the advertising envelope with the launch (this November) of Monopoly The Sephora Edition. According to Fashion Week Daily only beauty rules apply:
"players go to jail for bad hair days, advance to go for getting a manicure, pay fines for streaky self tanner application, and purchase products with beauty bucks. When players own an entire cosmetic category, they can place Sephora shopping bags on their properties and eventually upgrade to Sephora stores; they can also get ahead by stocking their stores with the most beauty products". Not only will Sephora benefit from advertising perks but so will the big beauty brands who have parked their names - Nars on Cheek Street, Make Up For Ever on Lipstick Lane and Bliss on Lotion Avenue.