Media Strategy & Focus:

• Objective: Drive awareness, foot traffic, and high engagement for the Sephora Times Square flagship store (1500 Broadway, New York, NY 10036).

• Target Audience:

  • Tourists & business travelers in Midtown Manhattan.

  • Local beauty enthusiasts, makeup artists, and Sephora Beauty Insider (BI) members.

  • Influencers and content creators.

• Key Focus Areas:

  • Position Sephora as an experiential beauty destination in Times Square.

  • Hyper-localized targeting to drive in-store visits from nearby tourists.

  • Strategic influencer partnerships to amplify the launch event.

Media Plan & Execution:

• Platforms: Facebook, Instagram, TikTok, Snapchat, Google Ads (YouTube + Display), Programmatic OOH, and Waze.

• Budget Allocation:

  • 40% Paid Social – Geo-targeted Facebook/Instagram ads, TikTok "Sephora NYC Experience" influencer campaign, and Snapchat AR beauty filters.

  • 30% Google Search & Display – SEM targeting “Sephora near me” searches; programmatic display ads with time-sensitive CTAs.

  • 20% OOH Advertising –

    • Times Square digital billboards featuring countdowns to opening day.

    • Exclusive DOOH takeovers at the Times Square TKTS booth and subway entrances.

  • 10% Waze Ads – Navigational ads directing users to 1500 Broadway location.

Creative & Messaging Approach:

• "The Future of Beauty is Here – Experience Sephora Times Square!"

• Countdown-style Instagram Stories & Reels with grand opening perks.

• Sephora Squad influencers went live on TikTok showcasing "First Look at Sephora Times Square."

• Exclusive grand opening offers:

  • First 500 customers received limited-edition Sephora NYC tote bags.

  • Beauty masterclasses with Sephora PRO artists in-store.

Results:

• Foot traffic: 30K+ visitors in the first three days.

• 70M+ impressions across paid and organic digital channels.

• $1.2M in opening weekend sales – surpassing projections by 18%.

• #SephoraTimesSquare trended on TikTok & Instagram, driving high organic engagement.

Media Strategy & Focus:

• Objective: Generate maximum awareness and in-store engagement for the Sephora Michigan Avenue store (605 N Michigan Ave, Chicago, IL 60611).

• Target Audience:

  • Urban professionals & commuters along the Magnificent Mile.

  • Tourists visiting downtown Chicago.

  • Gen Z and millennial beauty lovers.

• Key Focus Areas:

  • Localization strategy highlighting Sephora’s presence on the Mag Mile.

  • Exclusive grand opening activations to encourage in-store trial.

  • Leveraging Google Search & Waze for foot traffic optimization.

Media Plan & Execution:

• Platforms: Facebook, Instagram, Google Search, Waze, Local Display Networks, and YouTube.

• Budget Allocation:

  • 35% Paid Social – Geo-targeted Instagram & Facebook ads featuring "Swipe Up to RSVP" to grand opening events.

  • 30% Google SEM & Shopping Ads – Targeting "Sephora Chicago" & "beauty near me" searches.

  • 25% Local OOH Placements –

    • Digital billboards at 900 North Michigan Shops.

    • Transit ads on CTA buses & Red Line L train platforms.

  • 10% Waze Navigation Ads – Redirecting foot traffic to 605 N Michigan Ave.

Creative & Messaging Approach:

• "The Beauty Destination Chicago Has Been Waiting For!"

• TikTok influencers shared "First Look" videos of the store.

• Limited-time beauty masterclasses with Sephora PRO artists.

• First 250 visitors received exclusive gift bags featuring Fenty Beauty, Tatcha, and Drunk Elephant.

Results:

• 20K+ attendees in the first week.

• 2.5M+ video views from influencer collaborations.

• 35% lift in local Sephora app downloads.

• Foot traffic exceeded projections by 28%.

Media Strategy & Focus:

• Objective: Establish the Sephora Lincoln Road (818 Lincoln Rd, Miami Beach, FL 33139) store as Miami’s premier beauty destination.

• Target Audience:

  • Latinx beauty consumers.

  • Tourists & beachgoers in South Beach.

  • Local influencers and Sephora Beauty Insiders.

• Key Focus Areas:

  • Bilingual digital marketing campaigns.

  • High-energy influencer collaborations.

  • Exclusive Sephora Miami-branded merch for first 1,000 attendees.

Media Plan & Execution:

• Platforms: Facebook, Instagram, TikTok, Google Display & Search, YouTube, Waze, OOH.

• Budget Allocation:

  • 45% Paid Social –

    • Bilingual Facebook/Instagram ads featuring “Descubre Sephora en Lincoln Road”.

    • TikTok Live event featuring Miami-based beauty influencers.

  • 30% OOH & Local Partnerships –

    • DOOH screens on Lincoln Road featuring countdown ads.

    • Partnerships with Miami Swim Week & local Latinx creators.

  • 15% Google Search & Display –

    • Prioritized “Miami beauty store” & “Sephora near me” searches.

  • 10% Waze Ads – “Navigate to Sephora Lincoln Road” call-to-action.

Creative & Messaging Approach:

• "Miami Beauty Like You’ve Never Seen Before – Sephora Lincoln Road is HERE!"

• Bilingual (Spanish/English) Instagram Story Ads with Sephora Squad Miami creators.

• Exclusive grand opening offer:

  • Live DJ, cocktails, and giveaways.

  • First 500 attendees received exclusive Sephora Miami-branded tote bags.

Results:

• Foot traffic: 22K+ visitors in the first five days.

• 5.5M+ impressions on TikTok & Instagram.

• $2M in opening week sales – surpassing projections by 30%.

• Highest engagement rate among all Sephora openings in 2023.

Media Strategy & Focus:

• Objective: Drive maximum sales during the holiday shopping season.

• Target Audience: Beauty Insider members, gift shoppers, and holiday deal-seekers.

• Key Focus Areas:

  • Expanding promo reach beyond core BI audience.

  • Bundling strategies to maximize AOV (average order value).

  • Leveraging gift guides and influencer collaborations.

Media Plan & Execution:

• Platforms: Facebook, Instagram, Google Shopping, TikTok, Pinterest, Email, SMS.

• Tactics:

  • Influencer-led "Gift Guide" campaign highlighting best Sephora gifts.

  • Shoppable Instagram Stories & Reels featuring flash sales.

  • Retargeting users based on cart abandonment & past purchase behavior.

  • SMS alerts for BI members with personalized recommendations.

Creative & Messaging Approach:

• "The Perfect Gifts for Every Beauty Lover!"

• Bright, festive carousel ads showcasing beauty bundles.

• Dynamic holiday countdown banners driving urgency.

Results:

• Sales increased 65% YoY during the BI Sale.

• Highest CTR (4.8%) on Instagram Story ads.

• $75M+ in revenue generated from paid media campaigns.

Media Strategy & Focus:

• Objective: Maximize online and in-store sales among Beauty Insider members.

• Target Audience: Sephora Beauty Insider (BI) members segmented by Rouge/VIB/Insider tiers.

• Key Focus Areas:

  • Personalized promotions based on loyalty status.

  • Omni-channel remarketing to drive conversions.

  • Exclusive "early access" messaging to Rouge members.

Media Plan & Execution:

• Platforms: Facebook, Instagram, TikTok, Google (Search + Shopping + YouTube), Email, Programmatic Display.

• Budget Allocation:

  • 50% Paid Social: Dynamic retargeting campaigns featuring BI-exclusive promo codes.

  • 25% Google Search & Shopping: Prioritized best-selling SKUs and gift sets.

  • 15% YouTube Video Ads: Targeted Beauty Insider segments with sale reminders.

  • 10% Email & SMS: Triggered based on cart abandonment and browsing behavior.

• Tactics:

  • AI-driven predictive modeling to target high-value BI members most likely to convert.

  • Hyper-personalized ad creatives for Rouge Early Access vs. VIB + Insider members.

  • Integration with Google Merchant Center to dynamically feature products in search.

Creative & Messaging Approach:

• "The Most Exclusive Beauty Event of the Year – Just for You!"

• Dynamic product ads showcasing personalized beauty bundles based on past purchases.

• TikTok "haul" trend featuring Beauty Insiders shopping the sale.

Results:

• ROAS: 8.2X

• 40% increase in online transactions vs. previous year.

• 50% of purchases were from new Beauty Insider members.

• #SephoraBeautyInsiderSale trended on TikTok with 75M+ organic views.