Sephora is hoping to flip the script this Prime Day, from frantic online buying to being chauffeured to a brick-and-mortar store. From July 7-10, the beauty retailer is offering Lyft ride credits of up to $20 to shoppers in New York City, LA, San Francisco, Chicago and Seattle so that they can be “Delivered to Beauty” at Sephora stores.
The goal is to help beauty fans connect with real live beauty experts during a period when they are being “bombarded with endless product offers and speedy shipping promises,” according to a company announcement.
The activation is part of Sephora’s new “Get Beauty from People Who Get Beauty” campaign, which champions the value of the trusted and personalized expertise provided by Sephora associates. Shoppers visiting Sephora stores during the promotion also will receive $10 off any order over $50.
“We know that people today highly value in-person experiences when they’re shopping for prestige beauty,” said Zena Arnold, Chief Marketing Officer of Sephora U.S. in a statement. “They’re looking for human connection and an expert-guided shopping journey, unique to their needs and goals. They want to discover something new, stay up to date on the latest products and trends, and most importantly, have fun with beauty. This exciting partnership with Lyft — and our campaign at-large — celebrates the magic of the Sephora shopping experience, [which is] unlike any other, and all that our shoppers have come to know, love and expect from us.”
Advertisement
The program was developed in partnership with Lyft Media and also will see select vehicles custom-wrapped with Sephora branding.
“People love to shop, and about 80% of all U.S. retail purchases still happen in brick-and-mortar stores,” said Suzie Reider, EVP of Lyft Media and Business in a statement. “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.”
