SEPHORA AT KOHL’S RETAIL PARTNERSHIP

CONCEPT :
The concept was to build a new Sephora retail experience inside of the Kohl’s physical and digital retail ecosystem, with the intention to move out of the fading JCPenney department stores and to compete with the recent partnership of Ulta Beauty and Target.

DEVELOPMENT :
The development began with a high-level pitch deck to gain buy-in from executives. Once partnership was established, branding was quickly developed for initial communications, pre-launch, and launch.

EXECUTION :
The execution provided clear guidance when a customer shopped a Sephora product within Kohl’s. A fresh perspective to core Sephora branding and a balance with the increased target audience was established.

The initial pitch deck established how Sephora would show up in Kohl’s primary navigation (fig. 1) as well as integrated within shopping experiences such as search results (fig. 2). Branding was integrated selectively and intentionally to add clarity but not intrude.

Logo lockups (fig. 3) were quickly established for partnership communications. Logo lockups were then pressure tested to ensure legibility and hierarchy (fig. 4, fig. 5).

There was a quick pivot into marketing execution, and concepts were established based on level of branding (fig. 6-8). Concept 1 was selected for photography execution.