Sephora has been the go-to store of several beauty- and style-obsessed individuals. Founded in France, it has since become the place for not only makeup products, but also skincare, haircare, and fragrance.
Today, it is partnering with Lyft for shopping perks and more. Here’s the scoop, plus insights from the experts.
Sephora x Lyft
Recently, Sephora United States has tapped Lyft, particularly Lyft Media, for its first-ever Delivered to Beauty activation. This activation is designed to distribute or deliver beauty consumers in select cities in the country to Sephora’s free-standing locations.
So, yes, it is basically not products that are to be moved, but people. With Lyft, they can ride and be transported to the free-standing locations for beauty offerings, expertise, and shopping experiences.
Sephora’s chief marketing officer, Zena Srivatsa Arnold, stated about the partnership, “Today, as many shoppers prioritize speed and convenience, they’re missing out on the magic of shopping for beauty. They’re buying beauty products from all-in-one retail destinations that prioritize sheer product quantity over true product quality, and they’re forgoing the education and tactile experience that is so central to shopping for beauty. In short, beauty is at risk of being commoditized.”
The partnership’s fruits, or the activation, will run during Amazon Prime Days, which are from July 8th to 11th this year. This is a special event on Amazon that offers lots of discounts and perks to shoppers.
The activation will run during that time to combat the online ordering pandemonium that occurs with consumers driven by retailers competing for wallet share. So, this is also bridging that gap. Basically, the strategy is to bring shoppers to Sephora’s stores with convenience, away from online purchasing, and to connect fans with expert beauty advisors. So, it’s a journey back to traditional shopping, but using Lyft’s technologies.
New York City, LA, Chicago, more
During the promotional period, beauty enthusiasts and shoppers in New York City, Los Angeles, San Francisco, Chicago, and Seattle can be “Delivered to Beauty.” They are given Lyft ride credits of $20 off at participating Sephora store locations.
Lyft Media and Business’ executive vice-president told Ridesharing Forum, “At Lyft, we want to connect people with the places they love, and our partnership with Sephora really leans into that. It’s a natural collaboration: a rider steps out of their Lyft, transported by a driver who knows their way around their communities, and enters Sephora’s best-in-class shopping experience that offers expert guidance too.”
What experts think about this partnership
From the standpoint of marketers and retailers, here are their insights. For marketers, “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 percent of all American retail purchases continue to happen in brick-and-mortar stores, per data cited in the press release.”
Meanwhile, for retailers, this means “flipping the script.” They stated that “while several retailers are promising major discounts and speedy delivery during their July sales events,” Sephora is turning the tables around by delivering shoppers themselves to the brand’s retail spots for in-store guidance and special prices. Quite stunning.