“The Studio” star plays a clueless shopper in a campaign aimed at consumers who aren’t in-the-know about beauty but are seeking thoughtful presents.

Rather than targeting its core base of in-the-know beauty shoppers, Sephora has designed its holiday campaign around gift-givers who are novices when it comes to the beauty space and want to take the guesswork out of the process.

Rogen was hired to provide a sense of humor and an approachable everyman quality to the effort, which spotlights services like in-store beauty advisers and includes a product list curated by the actor on Sephora’s app and website. Rogen is currently riding awards buzz for “The Invite,” an A24 comedy he co-stars in with director Olivia Wilde, and building excitement for the second season of “The Studio,” an acclaimed Hollywood satire he co-created, produces and stars in.

The “We All Sephora” spot, which is running in 30- and 60-second versions, sees Rogen arrive at a Sephora and immediately need guidance from an assistant named Charlotte. He misunderstands the use of setting sprays and misidentifies pimple patches as “face stickers” while the beauty adviser corrects him and helps select gifts that will actually land with loved ones in his life, such as matching red light LED masks he wears with his mom.

The ad closes on an exterior shot of a store rebranded as Sethphora, a facade that also appeared last week at a real Sephora location in Los Angeles, where Rogen is based. The brick-and-mortar makeover and social teasers were meant to build anticipation for the full campaign launch on Thursday.

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