Cosmetics brand and retailer Sephora is expanding its complimentary classes with the addition of its Bold Beauty campaign, which aims to help members of the trans community increase their confidence, and show them that they're welcome in its stores.
Although the retailer has stated that it's planned to introduce the imitative for a long time, representatives wanted to ensure that it would be correctly executed. To do this, Sephora held focus groups, offered sensitivity training, and picked stores in strategic locations. In addition to offering the free beauty classes at 150 locations, Sephora created YouTube tutorials for those who may not have access to its classes.
In the past, the retailer also launched Classes For Confidence, which empowers those who have gone through major life events.
Key Themes Behind This Trend
- Trans Beauty Empowerment
- There is an opportunity for brands to expand their inclusivity and offer free beauty classes to trans communities, especially for those who have gone through major life events.
- Inclusive Retail Experience
- Inclusive retail experience which brings out a positive message is a trend to adopt and implement in customers' overall shopping experience.
- Online Tutorials for a Wider Reach
- Brands should consider creating online tutorials or any other resources for people who might not have access to in-person classes such as people living remotely or have limited mobility.
Where This Applies
- Cosmetics and Beauty Industry
- The cosmetics and beauty industry can adopt this trend to cater to the dynamic needs of a more diverse customer base and offer free classes, resources, or tutorials while offering customised beauty treatments.
- Retail Industry
- The retail industry can embrace this trend as it plays a vital role in outreach activities, community building and supporting diversity and inclusion initiatives, potentially attracting and retaining customers in return.
- Technology and Online Learning Industry
- The technology and online learning industry can leverage this trend by creating and developing digital platforms and resources such as tutorials, webinars, videos, or instructional classes to proliferate further awareness and accessibility.
