Multi-channel design for Sephora UK Launch.
After much speculation, Sephora finally landed in the UK. I was part of the multichannel design team within the brand department that made the Sephora launch a success.
With the acquisition from Feelunique, much of the initial comms went out to existing email subscribers. These included teasers of what brands and rewards to expect as well as engaging Q&As to build hype while growing the community.
Results from the ‘tell us how you feel’ community email conversations were also posted on social media to spread awareness and grow the community.
Ahead of the launch, a ticketed pop up space took place with all things Sephora to heighten the excitement and educate on what to expect from the brand (such as Beauty Box). ‘Golden tickets’ were firstly up for grabs for email subscribers followed by first come first served via social.
Following the pop up, sephora.co.uk launched with their ‘Express All Of You’ campaign, setting out to connect with British audiences by inviting viewers to “seize the unlimited power of beauty” and express their most authentic selves.
Print ads went out in publications such as The Evening Standard as well as British Vogue as seen in my design below.
Following on from the online launch, the first UK Sephora store opened in Westfield shopping centre.
Once the hoarding outside the store was in place to begin the work behind the scenes, the store location previewed on social media and comms continued to roll out on email and print advertising. The print ads this time around tapped into the London commute to the store for customers, opting for taxi wraps and tube station ads, including a takeover of the nearest station Shepherds Bush.
Before the grand opening, there was a VIP shopping event for press and influencers.
A select few spots (with goodie bags) were up for grabs for Sephora fans who had to locate Sephora style train tickets that I designed, which were dotted around underground spots near the store. This reel was posted out on Instagram.
Taxi services were pushed out on social media to encourage fans to head to the Westfield store in Sephora branded taxis free of charge.
