I LOVE MAKE-UP, BUT WHO CARES?



We should all be watching what the "big guys" are doing

I LOVE MAKE-UP, BUT WHO CARES?


SEPHORA should care and actually anyone in business should care as well.

Why?

Because Sephora built their business model on me feeling like a Queen for a Day. I could visit any of their stories and try on every product (mostly make-up)...and not buy anything. Or buy lots based on what was in my wallet or on my credit card.

Sephora was founded in 1970, with stores that offered an awesome display of niche and well known cosmetics, most of which I could try for free. It was almost 30 years later that it introduced its own product line as a new profit center.

2020: COVID-19 ENTERS THE LANDSCAPE

March 17, 2020. All Sephora stores close due to the pandemic.

May 22, 2020. Just 2 months after closing all 460 independent locations, Fox Business reported that Sephora was opening select stores. They offered virtual makeup trials, no testers, masked employees and no touch check-out counters. Some stores opened and then closed when the Covid-19 cases increased.

July 10, 2020. NY Governor Cuomo allows those indoor malls who have installed modified filtration systems to open.This make-up giant now has access to a wider number of its New York clients.

But, can Sephora offer the same experience, in this new environment?

I understand I can have a virtual make-up experience when I visit a Sephora store. It's not a new concept. In fact, vendors have been trying that concept for years. In 2018 Amazon patented a mirror that shows us what we would look like in clothes we are interested in buying...virtually.

This week Abha Bhattarai, reported in the Washington Post, how industry leaders are trying to blend virtual shopping with the in-store experience.  All of this is based on keeping us safe from passing on the virus.

This augmented reality (AR) is not new. According to an article in the MIT Technology Review, shoe companies experimented using AR as early as 2012.

But AR got its big push in 2016 when Niantic launched the AR-enhanced game Pokémon GO for iOS and Android devices. It excited companies to see how well excepted the game and its technology became.

So back to the Sephora experience. There will be no testers, plus masked employees and contactless check-outs. Will this environment still make me feel like a Queen for a Day?

What is the lesson here? During this time of transition, we cannot just adjust what we sell, we have to rethink what we offer, how we offer it, and redefine the need the new experience will satisfy.


Other articles by HVP News Reporters


  • What parents should know about Pediatric Growth Hormone Deficiency (PGHD)

    Pediatric growth hormone deficiency (GHD) is a relatively rare condition, affecting an estimated 1 in 4,000-10,000 children. read more »
  • Simplify summer with light lunches

    Bright, crunchy cucumbers are the star of this sammy

    Take the hassle out of lunch with these Cucumber Sandwiches that can be made in advance for afternoon pick-me-ups. read more »
  • Thinking about renovating?

    Check with your building department first

    From updating an outdated kitchen to adding a home office, home renovations can be exciting. Before you dive in, it’s critical to understand the local safety requirements that impact your projects. read more »
  • Your home safety checklist

    Simple steps to keep a safer, happier space

    Your home is more than just a place to live, it’s where you create memories, unwind and feel most comfortable. Yet, many household items and systems can hide potential safety risks. read more »
  • 4,000 reasons to love bees

    These little pollinators are essential to our food supply

    While most people picture the beloved honeybee when they think about bees, North America actually has 4,000 species of native bees, many of which are busy right now. read more »
  • Laying the foundation for writing

    What you can do to get them started

    Learning to write is one of the defining milestones of early childhood, but it doesn’t happen all at once. read more »
  • Choose play every day

    How to transform everyday activities into playful learning opportunities

    Play is a universal language spoken by people of all ages. Through play, children learn to forge connections with others, build a wide range of leadership skills, develop resilience, conquer fears and navigate relationships and social challenges. read more »
  • Find Your Adventure - June Outdoor Happenings

    Celebrate Get Outdoors & Get Together Day!

    Free events across the state to try a new skill and enjoy the outdoors at Get Outdoors & Get Together Day, a day of inclusion for all people at New York’s accessible Parks and DEC lands. read more »
  • Save a life from stroke

    Tips from the American Stroke Association

    Strokes can happen to anyone, at any age – even young people. Despite being one of the leading causes of death and long-term disability in the United States, strokes are largely preventable, treatable and beatable – if you can control your risk factors. read more »
  • Take steps now to protect your vision

    Regular eye exams are the best thing you can do

    Your quality of life and overall well-being depend on developing healthy habits. These practices are essential to your eye health. read more »