CHALLENGE

Though there have been constant refreshes of store offerings, 57% of loyal Sephora customers were unaware of classes and services. To drive awareness to Sephora’s suite of offerings, we were presented with a challenge: create fresh and fun experiences, personalised for our diverse clientele . It should be in a no-pressure, judgment-free environment. Whether it’s learning the basics of a skincare routine to finding the perfect lipstick shade, the information on what’s happening in stores needed to be quick, easy, and specialised to their needs.

SOLUTION

The primary goal was to consolidate all services and classes scattered across the Sephora website and put them on a revamped hub, easily filtered by location, store, and date. We introduced feel-good lifestyle photos featuring a diverse group of women to replace the unoriginal images of structured sets and unapproachable, chic models. To showcase the functionality of the website and the different services Sephora has to offer, a highlight reel was created and shown on paid and organic social. This update was such a success that it resulted in paid pilot programs for beauty and skincare services.

CREATIVE DIRECTOR

Shawn Park

ART DIRECTORS

Paul Wagenblast, Natasha Katz

ROLE

Design Intern; select digital and
print pieces, photo-brief for shoots

TEAM

Sarah Infranco (design lead),
Olivia Yu, Irene Tsang, Stephanie Yee, Mim Tejapaibul, Kristi Mikesky

This project was created at Sephora.