Creative Director

Shawn Park

Senior Art Directors

Paul Wagenblast, Natasha Katz

Role

Senior designer, select print and digital pieces

Team

Sarah Infranco (main design lead), Olivia Yu, Irene Tsang, Mim Tejapaibul, Anya Parakh, Kristi Mikesky (copywriter)

This project was created at Sephora.

Challenge

Many people know they can get their favorite Fenty Beauty eyeshadow palette or Drunk Elephant serum at Sephora, but what the cliente might not be aware of? The in-store services, classes, and events stores offer on a daily basis! Though there have been constant refreshes of store offerings, 57% of loyal Sephora customers are 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, personalized for clients and friends of all races and sizes. It should be in a no-pressure, judgement-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 specialized to their needs.

Solution

Our first move 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. Next, we introduced feel-good lifestyle photos featuring a diverse group of “real” women to replace the original 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.