Dive Brief:
- Sephora announced a partnership with Lyft Media for “Delivered to Beauty,” an activation that will transport consumers in select cities across the U.S. to Sephora’s free-standing locations for a shopping experience, according to a press release.
- From July 7-10, consumers in five major cities can take advantage of the $20 Lyft credit. Upon arrival at a participating Sephora locations, consumers can receive a personalized skin scan, shopping guidance and a $10 off coupon for orders over $50.
- Select Lyft vehicles will be custom wrapped with Sephora branding. The experience, which was created with agency partners Digitas and Le Truc from Publicis Groupe, is part of Sephora’s “Get Beauty from People Who Get Beauty” campaign.
Dive Insight:
Sephora is appealing to consumers who prefer in-person shopping experiences through its first activation with Lyft Media. The “Delivered to Beauty” activation could also incentivize digital-first consumers to shop in stores, helping the beauty retailer drive additional foot traffic. About 80% of all U.S. retail purchases continue to happen in brick-and-mortar stores, per data cited in the press release.
The move is timed around Amazon Prime Day, which will run from July 8-11, though the e-commerce giant is never explicitly mentioned in release details. Materials describe the period of July 7-10 as a time where “many consumers are bombarded with endless product offers and speedy shipping promises.” The beauty purveyor’s campaign is meant to challenge that by delivering consumers to Sephora stores to show them the advantages of in-person shopping experiences, including access to experts and product sampling.
Amazon has been expanding into the prestige beauty category, having added brands like La Mer, Augustinus Bader and Dr. Barbara Sturm to its gated Premium Beauty and Luxury Stores programs over the last two years. During Sephora’s Q1 earnings call, executives discussed mounting macroeconomic and competitive tensions, including e-commerce struggles in the U.S. that were attributed in part to Amazon’s aggressive pricing that often matches or beats Sephora’s pricing. However, Sephora still made positive gains during the first quarter and was a standout performer in parent LVMH’s global portfolio.
During the “Delivered to Beauty” promotional period, consumers in New York City, Los Angeles, San Francisco, Chicago and Seattle can use a $20 Lyft credit to be transported to a participating Sephora location. At the stores, shoppers will have the opportunity to meet with a Beauty Advisor, get a skin scan, receive samples and take advantage of a discount on purchases. The activation is tied to Sephora’s broader efforts to promote its personalized beauty expertise, including through its “Get Beauty from People Who Get Beauty” campaign.
Beyond its latest campaign, Sephora asserted itself as a top skin care destination with a “Skin Obsessed” campaign in April. The effort includes two 30-second spots that tap into the realities faced by consumers, from navigating complex skin care routines to searching for reliable products. The brand also premiered its first international film, “Beauty & Belonging,” focused on highlighting diverse perspectives on beauty, a move that comes as a number of others retreat from diversity, equity and inclusion initiatives.
