Values Case Studies
We helped Sephora turnaround their positioning with multicultural consumers.
Social impact, multicultural marketing
2019 - current
Strategy, Insights, Coalitions, Creative, Crisis Comms, PR
At a moment of great concern for the brand, Values was asked to help Sephora understand challenges with multicultural consumers and lead a turnaround in its positioning with diverse customers.
Together with Sephora, we implemented a comprehensive plan that included learning from Black women and other customers with Gauge research, convening top leaders into Sephora's Equity Advisors and Equity Partners program, a concept Values created; launching the first-ever comprehensive study on racial bias in retail in partnership with Black women researchers; ideating and advising on major brand campaigns including Black Beauty is Beauty; support a new HBO Max documentary featuring Sephora, THE BEAUTY OF BLACKNESS; supporting press and publicity; and covening diverse leaders for in-person events.
The net result of this work over the last 5 years has been landmark progress with Black women and other customers and a turnaround of Sephora's positioning in this space. There is more work to do, but we are proud of our clients at Sephora and our comprehensive work to support them.
