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Sephora introduces loyalty programme to UK

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Image © Sephora

French personal care and beauty retailer Sephora has launched its points-earning membership scheme in the UK.

‘MySephora’ aims to give customers “the sense of exclusivity”, by offering benefits and experiences in a three-tiered programme – gold, silver and bronze.

Customers can earn points by spending with Sephora and also by attending in-store events and reviewing products. Points can then be exchanged for a range of branded products including from Sol De Janeiro, Fenty Beauty, Gisou and more.

MySephora also enables upgraded delivery; early access to brand events and sales; as well as birthday promotions.

Sarah Boyd, managing director at Sephora UK, said: “As we embark on the next phase of our business, our priority remains our loyal customers who have been the cornerstone of our success. It is with great excitement that we announce the expansion of our customer loyalty program.

“This milestone underscores our commitment to providing unparalleled rewards and experiences to our valued customers.”

The LVMH brand first launched in the UK in October 2022, a year after entering the market through its acquisition of Feelunique. It introduced its London flagship in Westfield White City in March 2023, before quickly announcing a second UK store at Westfield Stratford City. This Autumn it plans to grow its store network further with the opening of two new stores in Newcastle.

Learn more about Sephora’s engagement with its valued customers in an exclusive interview with Alexandre Meerson, chief digital, data and technology officer EMEA, Sephora, as part of the newly published RetailX Global Beauty 2024 Report.

Meerson spoke to Emma Herrod about the beauty retailer’s approach to omnichannel and personalisation.


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