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.

Let's build something

together

Let's build something

together

Let's build something

together