Sephora Takes On Prime Day Shopping With Lyft Partnership

Sephora U.S. announced its first-ever Delivered to Beauty activation, in partnership with Lyft Media, designed to deliver beauty consumers in select cities across the U.S. to Sephora’s free-standing locations for the ultimate beauty offerings, expertise, and shopping experience. “Today, as many shoppers prioritize speed and convenience, they’re missing out on the magic of shopping for beauty. They’re buying beauty products from all-in-one retail destinations that prioritize sheer product quantity over true product quality, and they’re forgoing the education and tactile experience that is so central to shopping for beauty. In short, beauty is at risk of being commoditized,” said Zena Srivatsa Arnold, Chief Marketing Officer, Sephora US.

Sephora-Lft Activation Takes Prime Day Head On

The activation runs during Amazon Prime Days to combat the online ordering frenzy that occurs with consumers driven by retailers competing for wallet share. The approach that Sephora is taking is to bring shoppers to the stores, away from online purchasing, and connecting beauty fans with expert beauty advisors.

During the promotional period, beauty shoppers in New York City, Los Angeles, San Francisco, Chicago, and Seattle can be “Delivered to Beauty”, with Lyft ride credits ($20 off) to a participating store location. “At Lyft, we want to connect people with the places they love, and our partnership with Sephora really leans into that,” said Suzie Reider, EVP of Lyft Media and Business. “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.”

Sephora Flips The Script On Heavy Promotions for Prime Day

Prime Day of the past may not have had to deal with possible tariff implications but the event has always been about the best pricing and sales discounts, including in the beauty category. While consumers may not see rock-bottom prices this year, they can expect an eruption of exceptional promotions and deals. However, Sephora is betting on experiential shopping within a physical store and quality product offerings. “Our research* shows that this is exactly what beauty shoppers love most about the Sephora experience: the opportunity to receive expert guidance and in-person consultations while shopping in-store, the ability to test products and try new things via samples, and an incredibly personalized experience that ultimately helps them find the right products for their unique beauty needs,” explained Srivatsa Arnold.

During the Delivered to Beauty promotion with Lyft, shoppers can receive expert guidance from Sephora Beauty Advisors, a personalized skin scan, plus exclusive product sampling and $10 off any order (over $50) at checkout.

Sephora Mantra: Get Beauty from People Who Get Beauty

“At Sephora, we are all-in on beauty, and we get how it’s meant to be experienced,” explains Srivatsa Arnold. The Sephora-Lyft partnership is part of a broader campaign targeting beauty lovers to think more critically about where and how they’re shopping for beauty, especially during a popular promotional period. “By encouraging people to Get Beauty from People Who Get Beauty,” we are aiming to remind them of the value of true beauty expertise, and of shopping ​an expertly-curated assortment of quality beauty products that consumers know they can trust,” said Srivatsa Arnold. The Sephora ecosystem, from beauty advisors and leadership team to the founders behind many of the expert- and artistry-driven brands carried by Sephora, is the backbone and community that has fostered the People Who Get Beauty marketing initiative.

Sephora Has A Trusted Community

“While the campaign itself will run through the fall, the notion of Get Beauty from People Who Get Beauty is more than just a tagline. It will shape all the ways in which we show up for consumers and how we talk about what we uniquely offer, including knowledgeable beauty advisors, a differentiated product assortment (including many brands that are exclusive to Sephora), a best-in-class loyalty program, and a passionate beauty community,” said Srivatsa Arnold.

Sephora currently offers seamless digital and omnichannel experiences online and in its stores. The beauty giant has integrated cutting-edge digital features into its mobile app, creating a seamless bridge between online and in-store shopping experiences. “We as a retailer hope to make every touchpoint of shopping for beauty feel bespoke – because, when choosing the perfect hair, makeup, fragrance, skincare, or body care product, consumers deserve to be guided by the people who understand their beauty needs inside and out,” explains Srivatsa Arnold.

Sephora Eyes New And Exciting Unique Partnerships

Since January, Sephora has announced a diverse set of partners, including Unrivaled, the professional women’s basketball league, a multiyear partnership with the Golden State Valkyries basketball team, and is participating in the Faces of Music, a docuseries on Hulu. When asked about future partnerships going into the fourth quarter and holiday selling, Srivatsa Arnold talked about some iconic new partnerships in the holiday timeframe, but did not specify which ones. “While our current focus is getting consumers delivered to beauty with help from Lyft, we are also gearing up for an exciting second season with Unrivaled. More to come!” exclaimed Srivatsa Arnold.