Sephora X pact Beauty (Re)Purposed Campaign: Creative Brief

2023 Brand Statement A leader in prestige omni-retail, our mission at Sephora is to create a welcoming beauty shopping experience for all and inspire fearlessness in our community. Client Background The Beauty industry is one of the largest industries in the world, the beauty industry is currently a $532 billion business. Sephora’s revenue is $10 billion (in 2022). Sephora is one of the world’s largest beauty retailers. Owned by LVMH (Louis Vuitton) and originally opened in Frances in 1970, not moving to the U.S. until 1998. Sephora is the top U.S. beauty retailer. Sephora’s top competitors being Ulta and Sally. Sephora has a long-standing history of committing to positive change, within the realms of sustainability, diversity, equity, inclusion, community partnership, employee experience and more. Building on their commitment to sustainability and lowering their carbon footprint, Sephora is partnering with Pact, a non-profit created to change how beauty products impact the environment. Through this partnership Sephora has “recycling” drop-boxes in every store where customers can bring their used beauty products to be properly recycled. This campaign proves to the consumer just how much Sephora truly cares about its carbon footprint and wants to actively work to lower it; creating an open dialogue of transparency between Sephora and stack-holders. This campaign not only lowers Sephora’s carbon footprint but encourages the consumer to lower their personal carbon footprint. Target Audience Age: 16- 34; Millennials Gender: Female Location: Urban Environment; living close to/in cities Income level: come from a middle to upper class family; possibly making around $40,000 $70,000 a year Lifestyle: people who enjoy going out and dressing up; also applies to people working in a vast array of careers (business, hospitality, etc.) 1 Attitudes & Beliefs: people who enjoying showing off their individuality; like to express themselves in creative ways; as well as customers who care about where their products come from and that they caused no harm (towards specifically animals) to make- care about what's in their products and how they affect them and their environment Purchasing behaviors: frequent shoppers; enjoy shopping and checking out the latest products; customers that are loyal to a specific brand; people who do their research before purchasing and trying a new product- want to be sure that the product works and is trusted by other users Target Audience Profile Background ● 21 Years old ● Lives in Lake View apartment; has roommates DePaul Uni.; Business Major ● Heavily uses Instagram, TikTok, and Snapchat Opportunities ● Interested in trying new products ● Unsure of what to do with her old beauty bottles ● Enjoys the in-person experience of shopping ● Enjoys sharing new finds on her social media Shopping Interests & Recycling Habits ● Sets aside around $250 a month for spending on beauty ● Keeps her trash and recycling separate at home; when out tries to recycle when possible ● Follows influencers to see what beauty products are trending Challenges ● Has a packed schedule with work, classes, and her social life Has not heard of Sephora's recent initiatives ● Doesn't like to jump into new things without doing some research on it first Campaign Goals and Objectives Goal One 2 Increase awareness in Sephora's Beauty (Re)Purposed program. Objective One Have a 30% increase of Beauty (Re)Purposed users. Objective Two Collect and recycle 150,000 beauty products by the end of the first full quarter cycle of having run the campaign. Goal Two Generate a healthy brand perception that Sephora is an eco-friendly beauty company. Objective One Increase in social media following and communication by 15% by end of quarter. Objective Two Increase in in-store recycling drop-off efforts by 25%. Key Communication Messages Key Message One Sephora wants to end the beauty packaging problem. The beauty and wellness industry produces almost 120 billion packages each year. Almost 79% of that plastic packaging ends up in landfills. The (Re)Purposed collection program will recycle these plastics, and then use information from recyclers to source and design better packaging. Key Message Two Sephora is defining the future of the beauty and wellness industry. This program is to help unite the beauty industry to be more sustainable. The (Re)Purposed program will divert packaging from landfills and work to lessen Sephora’s impact on climate change. 3 Communication Channels Digital TikTok Through the use of social media marketing we will increase brand awareness and establish Sephora as a thought-leader within the beauty community for its commitment to lowering carbon emissions and continuing to remain environmentally conscious into the future. We will utilize our brand partnership with Rare Beauty to create exceptional TikTok content. Rare beauty has a reputable social media presence of which we could benefit from. I propose educational content promoting awareness for the (Re) Purposed campaign. The creator could show just how easy it can be to recycle your beauty product, “come with me to recycle at Sephora” or while utilizing their own brands products create a GRWM, “Get ready with me to recycle at Sephora” during which the creator can talk about the program and why it is so important for our planet. The second option allows the brand to promote their own product (which is sold at Sephora) as well as our campaign, promoting an increase in sales and brand/campaign awareness. Utilizing TikTok’s platform is essential for this campaign. According to TikTok for Business (2023), “TikTok specifies that more than half of the users on the application, around 67%, motivate to shop when they have no intention of doing so, 74% of its audience inspire to know more about a brand or product, and 66% make decisions on what to buy with the assistance of TikTok” (TikTok). These are huge markets we would be remiss not to attack. Not only should we utilize TikTok with our brand and our brand partners but a list of potential influencers (A, B, C levels) should be out together to create more content for this program, depending on budget. Website When going through the Sephora website it took me four clicks just to get to the information regarding this Pact x Sephora partnership and recycling program. The information on this campaign should be accessible either through the Sephora homepage with a banner or graphic in the carousel or be less than two clicks away from this consumer. Traditional Print Create a media list of potential outlets pivoting between outlets/journalists that write about the beauty world and environmental justice. Through this media list we are going to increase publicity about the (Re)Purpose campaign by pitching stories regarding how one can lower their carbon footprint and be environmentally conscious in their daily lives by donating this product 4 through Sephora. This campaign will make such a positive impact on the environment and the beauty industry, let’s spread the word! Experiential In-store Everybody loves receiving a prize, a token for their participation. I propose we do exactly this for the consumer, a small token of their contribution. As small as a sticker or a pin. I have an idea for a pin with the photo being of a beautiful make-up of the earth done on an eyelid; this could be an opportunity to include the sales team employees, maybe a competition for who can come up with the best makeup look for this campaign. Perhaps a small sentence on the pin as well, “I helped the Earth!”. I would love to further discuss this idea with Sephora. The employees should also wear the pins and use them as a conversation starter with customers. This will increase word-of-mouth on the campaign. I propose an in-house makeup competition with the theme of “Sustainability” and feature our employees on socials and in-store. Creative Approach While thinking about sustainability, Sephora can host a photo contest for their (Re)Purposed program. Audiences can post photos or videos with the hashtag #beautywithpurpose of their recyclables being turned in. The contest can be judged by how many items are recycled or how many times you hashtag and post using the hashtag. There can be a small prize or discount to three winners. This approach will help spread the message of Sephora’s program for sustainability in the beauty and wellness program. Sephora’s social media can then use the hashtag to post infographics for more customer awareness. Infographics posted on all social media channels will gain awareness and hopefully will help participation with the hashtag photo contest. Tagline “Beauty with a purpose” 5