Sephora announces ‘measured’ approach to U.S. store re-openings

Sephora announces ‘measured’ approach to U.S. store re-openings

THE WHAT? Sephora has announced it is to take a ‘measured and supportive’ approach to its U.S. store re-openings, which will begin on 22nd May as part of a phased strategy. 

THE DETAILS The beauty retail giant will initially reopen 70 stores across 13 states, with new Sephora Health & Hygiene Guidelines to be a main focus. 

Sephora is said to have spent the past nine weeks developing the new safety and client service protocols, which are designed to ‘protect employees and clients while safely and confidently providing support, expert advice and a welcoming experience for all.’

Taking to a press release, Jean-André Rougeot, President and CEO of Sephora Americas, said, “While the retail environment will feel different and many factors will remain out of our hands, we’ve learned to embrace what we can control. We are taking an intentionally measured and phased approach to reopening, putting the priority on the health and safety of our communities.”

Measures include social distancing, deep cleaning and enhanced hygiene measures, the suspension of in-store services or product testing, disposable face masks for customers, and an extended returns policy. 

Going forward Sephora has stated it will evaluate each further store opening based on “local government and health guidance before making a decision.”

THE WHY? As beauty retail begins heralding a new era amidst the COVID-19 pandemic, many companies such as Ulta and Sephora are placing the emphasis on new in-store social distancing and hygiene policies in order to gain consumer confidence. 

Rougeot continued, “As we gradually reopen our stores over the next few months, we have taken great care in how we welcome back our employees and our clients. We are grateful for our clients’ support the past two months, and we want to safeguard the experience for those who want to return to stores. We will follow guidance from the CDC, government and health authorities in tandem with extensive supplemental safety measures, to formalize our new Sephora Health & Hygiene Guidelines, that safeguard the instore shopping experience.”

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