Most people know Sephora due to its unmatched online presence globally. However, the brand had an established market in the UK before closing its shops due to stiff competition and high rent charges. Almost two decades later, the firm is reclaiming its position with a big bang under the leadership of Steve Lesnard.
The first step of this implementation was to purchase Feelunique, a beauty brand with a considerable market share in the United Kingdom. Lesnard and his team saw the need for this move due to the increase in TikTok usage and the desire for people to look outstanding when making the videos. The brand also acquired 17 years of customer service, including knowledge of customer preferences. This gives them a vantage point in the market.
The next step was the ‘Express All of You’ campaign that aimed at helping people embrace the various cultures in the UK. They worked with a prominent studio to help people show the beauty in diversity, thus making the consumers more comfortable in their skin. The campaign involved online videos, billboards, influencer partnerships, and advertisements on buses and taxis. The goal was to reach out to large crowds and announce the comeback.
Lesnard, the new Global Chief Brand Officer at Sephora, is excited due to the attention and response the brand is getting. The successful beginning of the brand’s physical store at a West London mall this spring will be a memorable victory. With his experience working in omnichannel retail, he foresees a tremendous breakthrough in the relaunch. Lesnard also takes this as an opportunity to show the beauty of all cultures and identities.
Learn more about Steve Lesnard: https://www.soundbytescollective.com/stevelesnardsephora