Sephora

THE LAUNCH OF THE SEPHORA CONCEPT IN THE UNITED STATES

OBJECTIVE

To aggressively introduce the French retail and beauty concept known as Sephora to the US market. The timeline called for a projected 50 retail locations nationally within two years.

EXECUTION

To implement an intensive media campaign to educate and excite the consumer and beauty vendors about the Sephora. The campaign was targeted at the beauty, fashion, lifestyle and business media outlets. Strategically targeted opening events which reflected the flavor of each market were planned and executed.

KEY EXAMPLES

Forbes, People, Newsweek, The New York Times, Chicago Tribune, Los Angeles Times, Houston Chronicle, San Diego Union Tribune, Miami Herald, Dallas Morning News, and The Washington Post.

RESULTS

This campaign generated $17,000,000 in advertising dollars during its first two years. Sephora fever took over the beauty industry. Sephora.com was launched and retail openings went as scheduled.