Pure Beauty

Sephora doubles down on inclusivity efforts with Color Up Close campaign

By Becky Bargh | 2-Sep-2019

Earlier this year, the retailer closed 430 of its US beauty stores and corporate offices to conduct diversity workshops for its employees

Sephora has doubled down on its commitment to inclusivity with a new digital campaign.

Following the success of its ‘We Belong’ initiative, the beauty retailer has launched Color Up Close to educate employees on bias and help customers find the right foundation shade.

In June, the company closed 430 of its US stores, distribution centres and corporate offices for one day to conduct diversity training for its employees.

This was triggered after Grammy-nominated singer SZA, who is black, claimed a Sephora retail consultant accused her of shoplifting.

According to Elite Daily, it will continue these workshops as part of the Color Up Close project.

To announce the launch, Sephora took to Instagram to share the new campaign video.

It posted: “It’s time to talk about color face to face. Thank you to our incredible cast and crew for bringing our shared vision to life.”

Social media users welcomed the campaign with encouraging comments.

One user said: “Proud of you for leading with intention @sephora. Congrats to the entire team.”

Meanwhile, the retailer’s Beauty Director Jeffrey English wrote: “Hands down one of my favourite campaigns that we’ve ever done. So honored to witness this and be a part of conversations that are shaping how we perceive beauty. #inspiredchange.”

In conjunction with the project, Sephora hosted a panel in New York City last month, led by former Teen Vogue Editor Elaine Welteroth, to discuss issues of inclusivity and representation in the beauty industry.

Like this story? For the latest in beauty trends, product launches and retail strategy, subscribe to Pure Beauty Magazine. For more information click here

You may also like