News

What is Sephoria House of Beauty?

A brand new beauty convention by LVMH-owned Sephora, to take on BeautyCon, will set up a temporary space for consumers and influencers to interact with brands in a fun atmosphere, which it hopes will spark a social media boom.

Publishers, Beauty of Fashion report, Sephora are organising an event for the retailer’s most dedicated customers to interact with their prized beauty brands. The event will be called Sephoria House Of Beauty, and will take place on October 21st-22nd in LA with installations from over 50 brands for consumers charged between $100 and $500 to explore and shop.

While Sephora cannot confirm which brands will participate in Sephoria, the retailer will likely draw on the many prestige brands in its portfolio, especially the LVMH-owned ones such as Rihanna’s Fenty Beauty. Sephora is joining a multitude of retailers in creating experiences for customers that go beyond shopping in a conventional store. Sephoria will feature a range of set-ups around the "house" theme, including a kitchen where consumers can “play with ingredient-based skincare,” and a laundry room that is the backdrop for cleansers. When it comes to product, Sephoria’s emphasis will be on limited-edition elements such as exclusive colours, packaging design and personalisation, rather than sales. Yeh said the company doesn’t want the event to overlap with the in-store experience.

The goal with Sephoria is to build community and give customers a fun, interactive experience — “lots of juicy experiences that she’s can snap and share and wow her social community with,” said Deborah Yeh, senior vice president of marketing and brand at Sephora. “We’ve been dreaming about something like this for awhile.

Sephora generated between $4.4 billion and $4.9 billion in sales in 2016, according to Coresight Research (LVMH does not break out Sephora's financials).

Via BOF

Related News

Who is Chloe's new Creative Director designing for

“She has something very real [about her], and here we wanted to take that reality to a new level. I felt that, on a classical shoot, we couldn’t get that depth.” she said. Ramsay-Levi seems determined to establish: the personality of the women she is designing for.

Balenciaga's SS18 Camapaign is shot by a stock image company

The series of shots, that are inspired by Kim & Kanye's tabloid images, have a real and wild feel at times. The campaign's fresh and raw approach has helped its trending online.

Macy's closing 125 stores


Representative from Macy's said last week that there are plans in place to close 125 of its stores over the next couple of years and cut minimum 2,000 corporate jobs as a cost-savings effort.

The company said it would close stores in lower-tier malls, and explore new avenues, as it looks to tackle plummeting mall traffic.

The chain, which has been struggling to boost store traffic as consumers opt for online shopping in the United States, has closed more than 100 stores since 2015 and cut thousands of jobs.

"We will focus our resources on the healthy parts of our business, directly address the unhealthy parts of the business and explore new revenue streams," Chief Executive Jeff Gennette said.

The to-be-closed 125 stores currently account for about $1.4 billion in annual sales, the company said.

It also said it expects annual gross cost savings of $1.5 billion by 2022, with $600 million expected in 2020.

It forecast full-year net sales to be between $23.6 billion and $23.9 billion, below analysts' average estimate of $24.36 billion, according to IBES data from Refinitiv.


The Global Sale

Designed by IMD.