When Sephora called us, cosmetics retail needed a rethink. The traditional model—overbearing sales people and a highly assisted purchase process—was limiting sales and inspired Sephora to redesign how they went to market.
We worked with the brand to create a new Sephora experience centered around the idea of the “cosmetics luxury supermarket”.
Reconsidering every interaction, we designed the customer experience with their real needs in mind—from greeting, to product displays, to point of sale. We gave customers what they really wanted: a wide range of choice from affordable to high end, the freedom to browse and try products unhampered by overzealous sales people, and an environment that felt luxurious yet accessible. And shoppers responded.
When the Sephora flagship store opened in 1994, it earned revenues of $150 million in its first year, a figure that increased annually by 20%. Achieving growth from 40 stores to 1000, Sephora reimagined retail and changed how we buy beauty.