Sephora's CEO Artemis Patrick shared that the redesign aims to provide a consistent consumer experience across all North American stores. This project is the company's largest capital undertaking in history.
She explained that the gondolas in the stores are 'quite expensive,' and emphasized the goal to avoid unnecessary costs for brands that don't yield productive results.
A major change will be the relocation of beauty studios from the windows, as many consumers indicated they were uncomfortable with having their makeup done in public view.
Testing a new layout focused on core product categories will enable easier updates to the stores, aligning with customer preferences and shopping habits.
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