If you’ve noticed some subtle changes to your local Sephora’s layout or found yourself wondering if something feels different, you’re not imagining things; a transformation is, in fact, underway. According to Retail Dive, the beauty retail giant is in the process of redesigning every single one of its North American stores—and it sure sounds like it’s worth the wait.
The news was revealed at the National Retail Federation’s Big Show conference, where Artemis Patrick, president and CEO of Sephora North America, shared that some Sephora stores “will get major redesigns, and some will get minor.” According to the announcement, the ambitious project has been in the works since last fall and will continue over the next five years.
Sephora is making multiple updates, starting with insights gathered from “millions of consumers” and the use of heat maps to decode customer shopping habits. One major shift includes a new layout divided into four core categories: makeup, skin care, fragrance, and hair care, rather than standalone shelves organized by brand. Additionally, beauty studios are being relocated to the sides of stores for added privacy, while minis are moving to the front of the store instead of their traditional spot at checkout.
So far, Sephora has already completed updates to 111 of its more than 700 stores, and it sounds like the team is eager to bring the redesign to the finish line. “One of the things that was really, really important to us was ensuring that no matter what, where you are, whether you are in our Soho store, you’re in Boise, Idaho, or you’re in Vancouver Island, that experience is the same no matter where you go,” Patrick said at the conference, as reported by Business Insider.
“Because we do believe we have that consistency with our beauty advisors, but maybe not necessarily in all our retail stores,” she added. At least, not yet.
