Sephora launches buzzworthy new promotion
“First at Sephora” aims to boost sales with buzzworthy exclusive products.
According to Glossy, the retailer teamed up with six of its best-selling brands — Benefit, Pat McGrath, Urban Decay, Tarte, Violet Voss and Natasha Denona — to launch each of their newest items exclusively. For 30 days, these products won’t sell anywhere else — not even on the brands’ owned channels.
The idea was designed to build anticipation and provide its shoppers with bragging rights on their latest beauty haul, said Deborah Yeh, Sephora’s senior vice president of marketing and brand.
For the inaugural edition, the brands created a variety of eye shadow and face palettes, retailing between $25 and $129. The series will recur throughout the year, though it’s unclear how often, and will include different brands and product types.
Read more about the launch here.