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Dive Brief:
Sephora and Lyft Media have partnered on a promotion to, literally, drive potential beauty customers to a handful of its free-standing locations between July 7 and July 10, according to a press release sent to Retail Dive.
Promoted as “Delivered to Beauty,” the four-day event provides consumers with a $20 credit for one-way rides on Lyft to a participating Sephora location. There they will receive in-store guidance and discounts of $10 on any purchase over $50.
Select Sephora stores in New York City, Los Angeles, San Francisco, Chicago and Seattle are participating in the promotion.
Dive Insight:
While several retailers are promising major discounts and speedy delivery during their July sales events, Sephora is flipping the script by delivering shoppers themselves to its retail locations for in-store guidance and special pricing.
“We know that people today highly value in-person experiences when they’re shopping for prestige beauty. They’re looking for human connection and an expert-guided shopping journey, unique to their needs and goals,” Sephora U.S. Chief Marketing Officer Zena Arnold said in a statement. “This exciting partnership with Lyft – and our campaign at-large – celebrates the magic of the Sephora shopping experience, unlike any other, and all that our shoppers have come to know, love, and expect from us.”
The campaign follows years of beauty retailers, including Sephora, forming partnerships to offer fast delivery to customers. Sephora in 2022 tapped Doordash to offer on-demand delivery from more than 500 stores across North America. Doordash last year also expanded its on-demand delivery service with Ulta Beauty to 1,350 stores in all 50 U.S. states. The delivery service also partnered with Sally Beauty and MAC Cosmetics to offer same-day service in as little as one hour.
But Amazon, known for its fast delivery speeds, has also been working to expand its own beauty offerings, adding several brands to its premium beauty store.