Delivered To Beauty

TURNING “DELIVERY DAY” INTO “DISCOVERY DAY”

BACKGROUND

Any beauty lover can tell you the first time they smelled their signature scent or saw the pigment of a favorite lipstick on their skin. But these moments happen IRL, not online. That’s the beauty of Sephora. To remind consumers of this joy, Sephora approached Lyft to win share of voice and traffic from Amazon during the year’s biggest non-holiday shopping event, Prime Day.

INSIGHT

Every Sephora is full of authentic beauty products and actual beauty experts to guide you. So, Sephora and Lyft set out to flip the script on Amazon’s delivery and instead deliver people to experience beauty in--person.

IDEA

Sephora and Lyft transformed Prime Day from a transactional moment to an immersive beauty experience.

The brands took over the streets of five major cities with a fleet of cars wrapped in Sephora’s iconic black and white stripes.

Clever out-of-home placements and organic social content created by beauty influencers amplified the idea, delivering more shoppers to the real beauty expertise in Sephora stores. The cultural moment co-opted a day normally dominated by online shopping by highlighting the magic of in-store, real human connection with Sephora’s beauty experts.

IDEA

On Prime Day, Sephora interrupted free shipping FROM Amazon by delivering shoppers TO Sephora.

They partnered with Lyft to take over the streets of five major cities with a fleet of cars wrapped in their iconic black and white stripes.

Clever out-of-home placements and organic social content created by beauty influencers amplified the idea, delivering more shoppers to the real beauty expertise in Sephora stores. The moment disrupted Amazon’s profits on beauty products by highlighting the magic of in-store, real human connection with Sephora’s beauty experts.