Sephora strategies: How brands can win big during the Sephora Savings Event

In March, Los Angeles-based fragrance brand Dedcool launched its latest perfume: Mochi Milk. The timing was well-planned, not just because of the ongoing demand for off-beat gourmand perfumes and all things milky beauty, but because the launch came just a few weeks before the spring Sephora Savings Event, which runs from April 4 to April 14. Mochi Milk is exclusive to Sephora and Dedcool’s DTC channels, but it’s only during the biannual Sephora sale that members of Sephora’s Beauty Insider program can get the scent for up to 20% off. 

“[The sale] is anticipated by nearly 40 million beauty reward members, which is insane to think about,” said Dedcool founder Carina Chaz. “We sold out [of Mochi Milk] the first two days that we were stocked, and we [replenished] inventory just in time for [the Beauty Insider sale]. We did see a halo for our other products. So we’re having to ensure that all SKUs from across the range are in stock for BI, because you never want to miss out on sales.”

Sephora stages its sales twice a year, typically for roughly a week in April and again in November. During that time, members of its loyalty program can get rare discounts on brands ranging from Dedcool to Nars, with VIB and Rouge members, who spend at least $350 a year and $1,000 a year, entitled to a 15% and 20% discount, respectively. In its 2024 annual report, LVMH cited €18.26 billion ($19.95 billion) in revenue for its selective retail division, which includes Sephora, and cited the beauty retailer as achieving double-digit growth that year.

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