I concepted the editorial vision and voice for the launch of The Sephora Glossy. I didn’t think of it as a blog—and still don’t. Rather, it's a sales engine built around the notion that Educating and Engaging customers in just the right way will lead to purchases.
My overall concept was that Sephora doesn't cover beauty—Sephora is beauty.
Education Posts, therefore, convey Sephora’s authority and expertise in the most captivating, visual way possible. Engagement Posts are really Notes from the Epicenter of beauty: inside information, up-front moments with influencers, sneak peeks at products, etc. Many posts are actually micro-campaigns in and of themselves. All are designed to spark intent to buy—not merely to read.
For the Voice, I led the concepting of a templated structure of 'section' headers—each in a cool, modern voice. A few examples:
FRONT/CENTER (an up-front on anything)
CAMEO (A profile of a brand founder or industry maven)
EXTRA/ORDINARY ICON (any girl/woman of the moment)
BEAUTY CONFESSIONAL (our version of the Proust Questionnaire)
ZOOM IN (a magnifying glass on a product)
SPOT IT (a quick glance at a product)
FORMULA ONE (ingredient-led product story)
XRAY (a forensic autopsy of a product—ingredients, features, packaging)
HIGH FIVE (top five product lists)
BEAUTY PLAYLIST (what’s in a brand founder or staffer’s makeup bag, vanity, countertop, etc)
INNER WORKINGS (A behind-the-scenes look inside a brand
CATWALK/SIDEWALK (Runway to real-life)
IN THE TRENCHES (staffers being inspired)
P.O.B./POINT OF BEAUTY: Sephora staffers are at the point of beauty where they’ll try anything—bleached eyebrows, concealer lipstick, etc.)
LIVE LINK TO THE GLOSSY: http://theglossy.sephora.com
LINK TO ARCHIVE: http://sephora.tumblr.com/archive
