Sephora takes page from Ulta playbook

Gina Acosta
Executive Editor
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Sephora is following in the footsteps of fast-growing Ulta Beauty by expanding its store footprint and launching more in-store services.

Sephora announced it has rolled out the PERK Hydrating Facial, an exclusive skincare treatment in partnership with The HydraFacial Company, to stores.

“All of our services are developed to enhance, demystify or personalize our clients’ experience with beauty,” said Priya Venkatesh, Vice President of Merchandising for Sephora. “The Sephora PERK Hydrating Facial is our first in-store spa grade treatment, powered by our own talented consultants who celebrate beauty each day with our clients. By introducing our clients to the right products, based on their own unique skincare concerns and enhanced with a personalized service, we’re able to create an emotional connection, build their trust and celebrate the results with them in one comprehensive offering.”

The new Sephora PERK Hydrating Facial is a premium 2-in-1 facial service that utilizes PERK technology to exfoliate, hydrate and nourish skin for instant, glowing results. As part of the 30-minute in-store service, a specially trained Sephora advisor provides a skincare consultation, performs the facial service and discusses product recommendations including a personalized Digital Skincare Guide with product names and application tips, all of which is emailed to the client for easy future reference.

“We are thrilled to collaborate with Sephora on the next generation of skincare. The partnership makes on-the-go skincare treatments more accessible than ever. Clients that experience the PERK Hydrating Facial will leave Sephora with an instant glow,” said Clint Carnell, Chief Executive Officer of The HydraFacial Company.

The news about Sephora's new service comes after the retailer has been expanding in various cities across the country, and in JCPenney stores. The company has opened new stores in Hackensack, N.J. (The Shops at Riverside), Uptown Minneapolis (Calhoun Square) and Dallas (Preston Royal Village).

In addition, Sephora is opening 13 new locations inside JCPenney across the country. The new locations are situated prominently in the center of each JCPenney store. Product consultants with Sephora inside JCPenney are well educated in the beauty business. Rigorously trained in Sephora educational programs focused on color application, skincare consultation and general beauty, they offer a completely non-biased approach when recommending products.

Sephora has more than 500 stores across the Americas, as well as 600 locations inside JCPenney.