Sephora

OVERVIEW

Sephora is a global beauty retailer known for its wide range of high-quality skincare, makeup, and fragrance products. With a diverse portfolio of nearly 340 brands, Sephora serves beauty enthusiasts seeking everything from luxury to everyday essentials. Understanding the differences between impulsive and compulsive shopping can provide insight into customer behavior.

BREAKDOWN

• Content: Celebrates the customer making it through TSA without losing products, suggesting a reward purchase (a new lipstick) as a treat.

• Copy: Lighthearted and encouraging, using humor (“miraculously”) and a lipstick emoji to keep it fun and visually appealing. Subtle nudge to visit the store without feeling salesy.

• Timing: Great for times when customers are likely to be traveling, like early mornings or holiday weekends.

TAKEAWAYS

• Suggesting a “treat yourself” mentality drives impulse purchases, especially for non-essential items like cosmetics. For a more detailed overview of impulse purchases, you can explore the factors that influence these decisions.

• Light, funny copy makes the brand feel more human and approachable. However, understanding how to avoid impulse buying can also help customers make more mindful purchasing decisions.

• Emojis add emphasis and help the message stand out in a crowded inbox. For those looking to curb spending, there are effective strategies to stop impulse buying.