Sephora has been an innovator in the democratization of retail cosmetics. Its open-sell concept allowed customers to play, try and buy. For their new store concept, the customer experience was analyzed, reorganized, and amplified.
The new concept split cosmetics and skin care from a front-to-back to a side-by-side configuration. Fragrance was placed in a new "jewelbox" at the back of the store, fronted by a dramatically lit Sephora logo mark. The cash wrap moved from the center to the side of the store.
Finally, the store created distinct zones for clients to learn and engage, from the Sephora Favorites end caps to the prominently located Beauty Bar and Skincare Favorites.