Sephora Activates a Supersized Sampling Party - Event Marketer

Sephora Activates a Supersized Sampling Party

DB_Silver_Sephora_2006 Ex
Brand: SEPHORA
Agency: LEADDOG MARKETING GROUP
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2006

Union Square in Manhattan was the stage for the grand opening of Sephora’s 100th store. Leading up to the party, all-women street teams spread the word around the neighborhood with Block Party postcards. Djs (als0 women) played mood music to set the tone in the park, where Sephora reps in 23 white tents offered free beauty services like eyebrow waxing, artificial tans and skin care evaluations. Brand ambassadors roamed the crowd dishing out samples of the latest beauty products.

“We were so pleased and astounded by the event—it truly made a lasting impression. The event was very well executed and the visual presentation was excellent,” says Leslie Clyde, retail marketing manager, Sephora. “Our ceo and all of our senior executives, as well as the brands, have been raving about it.”

A total of 52,000 attendees checked it out, more than 89,000 samples were distributed and more than 3,500 attendees registered on the brand’s website—results that were as bold as they were beautiful.

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