SEPHORA SEES BEAUTY IN PRINT
Byline: Kerry Diamond
NEW YORK — Sephora is strengthening the links between its stores and its Web site.
Beauty Cyberspace, its online magazine, has been expanded into a bimonthly publication that will be distributed free in Sephora’s stores.
“This has created a great opportunity to enhance not just the Web experience, but the store experience as well,” said Jim Kenney, chief executive officer of Sephora.com.
The May-June issue is 16 pages and carries no outside advertising. It features Kate Moss on the cover, a letter from editor in chief Andrea Pomerantz Lustig, a beauty advisor Q&A, a calendar of in-store events and a product feature called Spring’s Must-Haves. The back cover has a coupon for $10 off any Sephora.com purchase plus a list entitled “10 reasons to log onto http://www.sephora.com.”
“This is our first major initiative to capitalize on the synergies between the Internet and the store,” added Betsy Olum, senior vice president of marketing for Sephora and Sephora.com.
The brands owned by Sephora’s parent, LVMH, get a lot of play in the magazine. Christian Dior’s J’Adore is plugged twice, and everything from Urban Decay to Benefit to Guerlain is credited in the six-page beauty spread — which features the Mario Sorrenti photographs from the new Sephora.com advertising campaign.
Readers are constantly referred back to Sephora.com. They are encouraged to log on for the “how-to” information from the beauty spread and for more Q&As from the beauty adviser. The black and white feature on Oscar Night beauty, which seems somewhat dated, says to log on for full-color Oscar coverage.
According to Olum, the first issue of the magazine will be distributed only in the chain’s New York stores. It will be distributed in all U.S. locations starting with the September-October issue.
The stores will do more than distribute Beauty Cyberspace. “We’ll bring the whole Web site and magazine to life in-store for one day each month,” noted Olum. “All the windows will feature the magazine and a major event will take place in the store. We’ll continue throughout the month to bring the features to life throughout the stores.”
The first event will take place in the New York stores on April 25.
Store customers will be invited to register their e-mail addresses with Sephora.com. “This is a program we’ll be rolling out nationally,” said Olum. “We hope to develop rewards or incentives for the new customers.”
Eventually, the e-mails will be tailored to reflect such things as geography. “If you live in or near New York, we can tell you that Claudia Schiffer is going to be in the Times Square Sephora on April 27, for example,” said Kenney.
Back online, Sephora.com has gotten a makeover. The site, with its black backgrounds and red and white accents, continues to reflect the Sephora store decor, but the look is sleeker and more organized.
“What we’ve tried to do is clean it up and make it more modern,” explained Kenney.