Color Her Confidence This Holiday Season
Sephora is a well-known beauty store with a strong reputation nationwide. They focus heavily on holiday marketing initiatives, and I wanted to know how we could separate Sephora from the competition and increase sales this Holiday Season. The solution was a campaign called “Color Her Confidence.” This campaign focused on Sephora’s philanthropic efforts they have established to help women in life transitions. As there were many ideas around implementing this campaign, it was integral to decide how to organize and communicate the strategic plan. The idea was that for every $50 spent in the Sephora store, a product would be donated to a woman in a life transition. In addition, there would be special holiday themed samples for the 12 Days of Christmas included with the $50 purchase during a
increase awareness prior to the in-store offerings. Paired with the email marketing would be a social media campaign to generate owned media, encouraging users to post what makes them feel beautiful. Finally, the in-store initiative would align with the 12 days of Christmas. I thought this timeline was most realistic as it focused on creating awareness and generating buzz initially to drive conversions during the 12 days of Christmas and ultimately increasing revenue and profits this holiday season.
set time period. The focus would be on philanthropy and emotional connection with consumers. Consumers would want to make women in life transitions feel beautiful through purchasing just as they are able to every single day. The major components of the initiative included an email campaign, an in store initiative, as well as a social media pairing. I thought our efforts would best be suited to run email marketing throughout the entirety of the campaign. As Sephora has a loyalty program, we could email customers to notify them about the promotion and