The new format of Sephora Beauty Club was announced with a campaign starring Astrid Fontenelle, Lore Improta and Rob Freitas
Sephora announced an expansion of its loyalty program in Brazil, entitled “Sephora Beauty Club”, which currently has 3.3 million registered customers.
Inspired by the product’s global format, Brazilians will now have a new category in the plan, Sephora Rouge, which will give benefits to customers with a ticket of R$ 10,000 per year, in addition to opening the Beauty Club Cash, which consists of a new initiative that provides discounts for making purchases.
To announce the changes, the company presented a campaign on social networks starring Astrid Fontenelle, Lore Improta and Rob Freitas.
The Sephora Beauty Club is our main relationship platform with our consumers, an essential tool for retaining and expanding our base. With the reformulation, we are going to strengthen the relationship with our audience, in addition to attracting new ones, offering even more exclusive experiences and benefits. This way, we will be able to more quickly identify these people’s consumption habits and desires, increasingly personalizing our strategy, explained Cataldo Domenicis, marketing director for Sephora Brasil.
Launched in Brazil in 2015, the program had two categories – Sephora Beauty Club and Sephora Very Important Beauty – and in both, points expire 12 months after each purchase is made. Now, with the new format, the public now has one more category and, in this case, the points do not expire and provide the customer with benefits such as early access to promotions and invitations to Sephora events.
