Pure Beauty

Sephora UK debuts new tier-based loyalty programme

By Amanda Pauley | Published: 1-Jul-2024

The beauty retailer is strengthening its position in the UK market with a scheme that rewards customers for engaging with the brand

Sephora is launching a new customer loyalty programme in the UK on 2 July to strengthen its position in the market. 

The MySephora points-based scheme is designed to reward British-based customers with different benefits based on their level of spend and engagement with the retailer.

Perks range from deluxe birthday gifts and an upgraded delivery proposition, to early access to branded events and sales.

The move will help accelerate Sephora’s brand awareness as it ramps up its UK expansion. 

The French retailer returned to the UK in 2023 after 18 years, opening its first London location in Westfield White City and then a second store in Westfield’s Stratford shopping centre.

Sephora debuted its first store outside of London in Manchester’s Trafford Centre in May, with two new more northern stores opening in Newcastle this autumn

Sephora’s loyalty programme is made up of three tiers – MySephora Bronze (which is 0 to 199 points), MySephora Silver (200 to 799 points) and MySephora Gold (800-plus points). 

Members gain points by spending on products and via their level of brand engagement, such as attending in-store services or reviewing products online.

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Points can be exchanged for products from a curated selection of the retailer’s best-selling brands, like Sephora’s eponymous line and Gen Z body care range Sol De Janeiro.

British skin care line Elemis, Rihanna’s Fenty Beauty and honey-inspired brand Gisou are also in the selection.

Gold members are treated to more deluxe rewards, such as free next day delivery and exclusive early access to MySephora sales.

"As we embark on the next phase of our business, our priority remains our loyal customers who have been the cornerstone of our success,” said Sarah Boyd, MD of Sephora UK.

“It is with great excitement that we announce the expansion of our customer loyalty programme. 

“This milestone underscores our commitment to providing unparalleled rewards and experiences to our valued customers.” 

MySephora members can also opt to give the value of their points to Sephora's charity partner Face Equality International.

Existing customers will be automatically migrated onto the retailer’s MySephora programme and rewarded 25 bonus points as a welcome gift.

Sephora said it will honour any existing unused rewards. 

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