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SEPHORA SEES BEAUTY IN PRINT.(Brief Article)
WWD April 21, 2000 | Diamond, Kerry NEW YORK — Sephora is strengthening the links between its stores and its Web site.
Beauty Cyberspace, its online magazine, has been expanded into a bimonthly publication that will be distributed free in Sephora’s stores.
“This has created a great opportunity to enhance not just the Web experience, but the store experience as well,” said Jim Kenney, chief executive officer of Sephora.com. go to site sephora coupon code
The May-June issue is 16 pages and carries no outside advertising. It features Kate Moss on the cover, a letter from editor in chief Andrea Pomerantz Lustig, a beauty advisor Q&A, a calendar of in-store events and a product feature called Spring’s Must-Haves. The back cover has a coupon for $10 off any Sephora.com purchase plus a list entitled “10 reasons to log onto www.sephora.com.” “This is our first major initiative to capitalize on the synergies between the Internet and the store,” added Betsy Olum, senior vice president of marketing for Sephora and Sephora.com.
The brands owned by Sephora’s parent, LVMH, get a lot of play in the magazine. Christian Dior’s J’Adore is plugged twice, and everything from Urban Decay to Benefit to Guerlain is credited in the six-page beauty spread — which features the Mario Sorrenti photographs from the new Sephora.com advertising campaign.
Readers are constantly referred back to Sephora.com. They are encouraged to log on for the “how-to” information from the beauty spread and for more Q&As from the beauty adviser. The black and white feature on Oscar Night beauty, which seems somewhat dated, says to log on for full-color Oscar coverage. in our site sephora coupon code
According to Olum, the first issue of the magazine will be distributed only in the chain’s New York stores. It will be distributed in all U.S. locations starting with the September-October issue.
The stores will do more than distribute Beauty Cyberspace. “We’ll bring the whole Web site and magazine to life in-store for one day each month,” noted Olum. “All the windows will feature the magazine and a major event will take place in the store. We’ll continue throughout the month to bring the features to life throughout the stores.” The first event will take place in the New York stores on April 25.
Back online, Sephora.com has gotten a makeover. The site, with its black backgrounds and red and white accents, continues to reflect the Sephora store decor, but the look is sleeker and more organized.
“What we’ve tried to do is clean it up and make it more modern,” explained Kenney.
Diamond, Kerry
Author: PunkJohnnyCash
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Email PunkJohnnyCash I am a writer at Gonzo Times. I started the site up some years ago. The site would not be what it is today without my fellow contributors. I read, write and paint. I am the maternal figure in my children's lives. I cook a lot and consider myself a pretty good vegan chef. I am really interested in the history of Anarchism and classical Anarchist writers.
