Latest news with #ZenaSrivatsaArnold
Forbes
01-07-2025
- Business
- Forbes
Sephora Takes On Prime Day Shopping With Lyft Partnership
Sephora has partnered with ride-sharing service Lyft to bring shoppers into select stores and shop ... More with its highly trained and knowledgeable beauty advisors. Sephora U.S. announced its first-ever Delivered to Beauty activation, in partnership with Lyft Media, designed to deliver beauty consumers in select cities across the U.S. to Sephora's free-standing locations for the ultimate beauty offerings, expertise, and shopping experience. 'Today, as many shoppers prioritize speed and convenience, they're missing out on the magic of shopping for beauty. They're buying beauty products from all-in-one retail destinations that prioritize sheer product quantity over true product quality, and they're forgoing the education and tactile experience that is so central to shopping for beauty. In short, beauty is at risk of being commoditized,' said Zena Srivatsa Arnold, Chief Marketing Officer, Sephora US. Sephora-Lft Activation Takes Prime Day Head On The activation runs during Amazon Prime Days to combat the online ordering frenzy that occurs with consumers driven by retailers competing for wallet share. The approach that Sephora is taking is to bring shoppers to the stores, away from online purchasing, and connecting beauty fans with expert beauty advisors. During the promotion between Sephora and Lyft, participating shoppers will receive a free skin scan, ... More exclusive product sampling and $10 off any order (over $50) at checkout. During the promotional period, beauty shoppers in New York City, Los Angeles, San Francisco, Chicago, and Seattle can be 'Delivered to Beauty', with Lyft ride credits ($20 off) to a participating store location. 'At Lyft, we want to connect people with the places they love, and our partnership with Sephora really leans into that,' said Suzie Reider, EVP of Lyft Media and Business. 'It's a natural collaboration: a rider steps out of their Lyft, transported by a driver who knows their way around their communities, and enters Sephora's best-in-class shopping experience that offers expert guidance too.' Sephora Flips The Script On Heavy Promotions for Prime Day Prime Day of the past may not have had to deal with possible tariff implications but the event has always been about the best pricing and sales discounts, including in the beauty category. While consumers may not see rock-bottom prices this year, they can expect an eruption of exceptional promotions and deals. However, Sephora is betting on experiential shopping within a physical store and quality product offerings. 'Our research* shows that this is exactly what beauty shoppers love most about the Sephora experience: the opportunity to receive expert guidance and in-person consultations while shopping in-store, the ability to test products and try new things via samples, and an incredibly personalized experience that ultimately helps them find the right products for their unique beauty needs,' explained Srivatsa Arnold. Sephora-branded Lyft rides transform the journey to the store as part of the beauty experience in ... More its most recent marketing campaign (select markets). During the Delivered to Beauty promotion with Lyft, shoppers can receive expert guidance from Sephora Beauty Advisors, a personalized skin scan, plus exclusive product sampling and $10 off any order (over $50) at checkout. Sephora Mantra: Get Beauty from People Who Get Beauty 'At Sephora, we are all-in on beauty, and we get how it's meant to be experienced,' explains Srivatsa Arnold. The Sephora-Lyft partnership is part of a broader campaign targeting beauty lovers to think more critically about where and how they're shopping for beauty, especially during a popular promotional period. 'By encouraging people to Get Beauty from People Who Get Beauty,' we are aiming to remind them of the value of true beauty expertise, and of shopping an expertly-curated assortment of quality beauty products that consumers know they can trust,' said Srivatsa Arnold. The Sephora ecosystem, from beauty advisors and leadership team to the founders behind many of the expert- and artistry-driven brands carried by Sephora, is the backbone and community that has fostered the People Who Get Beauty marketing initiative. Sephora Has A Trusted Community 'While the campaign itself will run through the fall, the notion of Get Beauty from People Who Get Beauty is more than just a tagline. It will shape all the ways in which we show up for consumers and how we talk about what we uniquely offer, including knowledgeable beauty advisors, a differentiated product assortment (including many brands that are exclusive to Sephora), a best-in-class loyalty program, and a passionate beauty community,' said Srivatsa Arnold. Sephora currently offers seamless digital and omnichannel experiences online and in its stores. The beauty giant has integrated cutting-edge digital features into its mobile app, creating a seamless bridge between online and in-store shopping experiences. 'We as a retailer hope to make every touchpoint of shopping for beauty feel bespoke – because, when choosing the perfect hair, makeup, fragrance, skincare, or body care product, consumers deserve to be guided by the people who understand their beauty needs inside and out,' explains Srivatsa Arnold. Sephora Eyes New And Exciting Unique Partnerships Since January, Sephora has announced a diverse set of partners, including Unrivaled, the professional women's basketball league, a multiyear partnership with the Golden State Valkyries basketball team, and is participating in the Faces of Music, a docuseries on Hulu. When asked about future partnerships going into the fourth quarter and holiday selling, Srivatsa Arnold talked about some iconic new partnerships in the holiday timeframe, but did not specify which ones. 'While our current focus is getting consumers delivered to beauty with help from Lyft, we are also gearing up for an exciting second season with Unrivaled. More to come!' exclaimed Srivatsa Arnold.
Forbes
09-04-2025
- Business
- Forbes
Sephora Teams Up With WNBA's Golden State Valkyries
Sephora has engaged in a multi-year partnership with the WNBA team, Golden State Valkyries, shifting ... More the narrative around sports marketing. In a landmark move that signals a shift in women's sports marketing, Sephora has announced a multi-year founding partnership with the WNBA's newest franchise, the Golden State Valkyries. "Athletes today have transcended being defined solely by their competitive performance. Audiences want to understand the person behind the athlete, their style choices, self-expression, and their authentic brand. This partnership allows us to tell those complete stories that celebrate the whole person," said Zena Srivatsa Arnold, Chief Marketing Officer of Sephora, U.S. "What really matters here is seeing major global brands like Sephora making significant, meaningful commitments to women's sports. This level of investment from iconic brands signals a fundamental shift in how women's sports are valued in the marketplace," stated Jess Smith, President of Golden State Valkyries. Both companies share core values of empowerment, authenticity, and community building. The partnership emphasizes seeing athletes as complete people with influence beyond sports, not just as performers on the court. As Bay Area-based companies with deep connections to local communities, Sephora and the Valkyries have a natural geographical alignment that strengthens their collaborative potential and shared audience. "Our players inspire confidence in so many ways, and Sephora gets that connection between empowering our players to always feel their best on and off the court," explains Smith. Srivatsa Arnold discussed how she established a dedicated team partnership group at Sephora to specifically address the need in the marketplace for brands to express their values through authentic actions. In an exclusive interview, she outlined how these partnerships had to align with the Sephora brand ethos. "We established three essential criteria for any successful partnership: First, it must align with our core values. Second, it needs to be more than just a logo slap—we want to authentically showcase Sephora's differentiators and values through meaningful activations. Third, the partnership should be both enjoyable and impactful, creating experiences that resonate with our audience," said Srivatsa Arnold. Blending her experience in packaged goods with her Google's tech innovation mindset, Zena Srivatsa ... More Arnold, CMO of Sephora U.S. revolutionizes Sephora's marketing through authentic partnerships. Sephora's strategic approach to women's sports partnerships was demonstrated earlier through their January 2025 multiyear agreement with Unrivaled, the professional women's basketball league. As the exclusive beauty partner, Sephora integrated deeply into the league experience by outfitting Unrivaled's glam room, providing curated beauty products for players throughout the season, and securing prominent visibility through on-court signage and in the player arrival hall. "As a marketer, I firmly believe that to reach consumers today, especially Gen Z, you need to go beyond typical advertising and media. People are increasingly looking for brands that engage in meaningful ways and clearly express their values through substantive actions in the world," expressed Srivatsa Arnold. The Sephora and Golden State Valkyries partnership recognizes that athletes have become more than just their competitive performance in today's culture. Fans are increasingly interested in players' personal styles and lives beyond the court. By focusing on these aspects, the collaboration creates opportunities to highlight players' personal journeys, showcasing them as multifaceted individuals whose influence extends beyond athletics. "Our players are so excited because this partnership sees them as whole people, not just athletes. They're excited about connecting with fans through beauty and lifestyle moments," adds Smith. Sephora secured naming rights to the Golden State Valkyries state-of-the-art Sephora Performance ... More Center in Oakland, CA, representing a significant investment in the partnership. The 31,800-square-foot Sephora Performance Center features branded courts, locker rooms, conditioning areas, and practice jerseys. Additionally, the creation of a Sephora Sounds DJ booth supports underrepresented artists, further extending the partnership's impact beyond basketball. "What we're seeing is a fundamental shift away from beauty being about impressing others toward being about personal self-expression. This aligns perfectly with women's sports, where the audience spans all demographics but shares that common passion for excellence and authentic competition," said Srivatsa Arnold. Sephora Kiosks placed in Chase Center during games allow fans to purchase beauty products while enjoying the game experience. This is especially important in cities and towns where customers may not have easy access to a Sephora store. The collaboration strategically targets Gen Z and younger consumers who view beauty as a form of self-expression rather than aspiration. This shifting perspective aligns perfectly with the growing popularity of women's basketball and increased media coverage of women's sports. "Both of us (Sephora and Golden State Valkyries) care deeply about empowering women to be their authentic selves. We're also both Bay Area-based companies with deep ties to these communities," said Smith. By using beauty as a vehicle for community building and authentic connection, Sephora taps into the cultural zeitgeist where fans seek deeper, more meaningful relationships with both the brands they support and the athletes they admire."We view beauty as a vehicle for both self-expression and community building. The connections people form through our content demonstrate that beauty has evolved to become much more about creating meaningful relationships, which is incredibly exciting from both a brand and cultural perspective," said Srivatsa Arnold. The Sephora-Valkyries partnership exemplifies a growing trend of brands forming meaningful connections with sports organizations and empowerment initiatives. Similar to Madison Reed's approach, beauty companies are increasingly recognizing the power of authentic alignment with women-centered organizations and causes. Sports partnerships extend beyond the beauty industry and many are centered around local community support. The recent partnership between the Minnesota Timberwolves and fintech company Sezzle showcases how both companies created a locally rooted partnership with broader significance. Both the Sezzle-Timberwolves and Sephora-Valkyries collaborations demonstrate the power of geographical alignment coupled with shared values, proving that the most impactful sports partnerships today go far beyond traditional sponsorship models to create authentic community connections. These partnerships represent a significant shift in marketing strategy where brands are positioning their products and services not just as commercial offerings but as extensions of personal empowerment and community building. The Sephora-Golden State Valkyries partnership represents a watershed moment in women's sports marketing. By focusing on authentic connections rather than traditional sponsorship models, this collaboration establishes a new blueprint for how brands can meaningfully engage with women's sports. The emphasis on celebrating athletes as complete individuals with influence beyond their athletic performance creates opportunities for deeper fan connections and more impactful brand storytelling. contributes to the broader cultural shift in how women's sports are perceived, valued, and marketed in today's diverse entertainment landscape.
