4 weeks ago
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Sephora is piloting a new in-store merchandising program, capitalizing on the body-care boom.
The pilot, an extension of Sephora’s pre-existing “Next Big Thing” in-store spotlight, focuses solely on body care and works to break out products in the category from the typical merchandising within skin-care shelves. As of the February launch, the pilot is in 60 doors nationally, based on market demand for prestige body care. The curated selection of brands that are part of the pilot includes Soft Services, Kate McLeod, Nécessaire, Oui the People, 54 Thrones, and intimate care brands including Maude and Luna Daily. It also includes broader beauty brands that offer body care, like Rare Beauty by Selena Gomez, Fenty Skin, Isle of Paradise and Youth to the People. Overall, approximately 40 brands made up Sephora’s body-care category.
Body care has been a central focus for Sephora. The category was a key theme of the retailer’s annual brand summit in fall 2023, according to attendees. Ulta Beauty is also reportedly growing its body care assortment — the retailer recently lost market share in hair and color cosmetics, according to Euromonitor data cited by Jefferies investment bank. Sephora reached $10 billion in 2023 sales, according to numerous reports at the end of last year.
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English (US) ·