The objective for Sephora's website relaunch was pretty lofty: to rebuild the shopping experience. Naturally, Sephora wanted a killer rebrand and promotional campaign to match.
1. REBRAND: THE NEW FACE OF SEPHORA.COM_
I led the development of a new e-commerce voice to coincide with the relaunch of Sephora.com. It fit in with my modern, elevated voice for Sephora overall, but it was adapted for digital. I wanted something more concise and straightforward—with a heightened sense of urgency and excitement. Short, snappy, cool, with a beat. Translation: A certain musical rhythm, with a lot of staccato notes.
The same rhythm is represented visually in the Site Relaunch and the Promotion videos—lots of quick-changes, fast clips, stops and starts.
THE NEW FACE OF SEPHORA.COM_
Experience our Extraordinary Transformation_
SEE IT. SEARCH IT. LEARN IT. LOVE IT. SHOP IT.
2. PROMOTION: 15 DAYS OF BEAUTY THRILLS
I also concepted the "15 Days of Beauty Thrills" promotion—where I felt that Sephora could "thrill" customers daily. There were 'Big Thrills' for some, consisting of a limited number of free trips, dinners with brand founders, and luxe giveaways. And then there were 'Mini Thrills' for all, made up of higher-volume, smaller-ticket items.
Celebrate the New Face of Sephora.com
15 DAYS OF BEAUTY THRILLS
Big Thrills for Some. Mini Thrills for All.
ENTER. WIN. BIG.
3. ONGOING BRANDING:
The staccato rhythm (often double-barreled) became an ongoing branded element of sephora.com. A few more examples still in use:
Spot it. Shop it. [Any Shoppable Moment. In heavy use. Also on the main bottom Nav of the site]
Get it. Gift it. [Any Shoppable Gift Moment, during Holiday]
Tip it, Splash it, Pour it, Swipe it. [Used often for Nails: http://www.sephora.com/nails]
Read it. Live it. Love it. Crave it. [Used as a tagline for The Sephora Glossy]
Crave it. Covet. [Any covetable product—often high-end]
Etc.
