French beauty retailer Sephora is making preparations for the long-awaited reopening of its stores in the United States after being closed since March 17 due to the COVID-19 pandemic. To ensure the safety of both customers and associates, Sephora has developed a comprehensive set of health and safety guidelines consisting of 48 safety procedures. These guidelines involve extensive employee training and numerous measures, such as deep cleaning and enhanced hygiene protocols, restricted capacity, spaced queue markers, mandatory face masks for employees, and temperature checks.

In order to comply with social distancing regulations, Sephora plans to modify its in-store operations. Testers will no longer be available for customers to use directly but will be on display only. To compensate for this, the company will provide virtual tools for customers to try out products. By incorporating these measures, Sephora aims to create a safe and convenient shopping experience.

Sephora’s stores in selected states, including Colorado, Indiana, Kansas, South Carolina, South Dakota, Tennessee, Texas, Utah, Georgia, Alaska, Arkansas, Arizona, and Alabama, will gradually reopen starting from May 22. Jean-André Rougeot, the president and CEO of Sephora Americas, expressed his gratitude for the support received from clients during the past two months and emphasized the company’s commitment to ensuring the safety and well-being of those choosing to return to the stores.

Aside from focusing on the reopening of its U.S. stores, Sephora is also expanding its presence in the Chinese market. The company recently launched a new store on Tmall, a popular Chinese e-commerce platform. This store offers a range of over 600 products from 25 international brands, including popular names like Fenty Beauty, Dermalogica, and Bon Parfumeur. Sephora also plans to introduce new brands to the Chinese market, including Sunday Riley and Natasha Denona. This expansion allows the company to offer products that are typically subject to restrictions in China, such as those from cruelty-free brands.

Sephora’s strategic approach to navigate the challenges posed by the pandemic involves adapting to the new normal in the U.S., while also seizing opportunities for growth in China. By prioritizing safety measures and providing virtual tools for customers, the company aims to create a secure and convenient shopping experience. With its solid presence in both the U.S. and Chinese markets, Sephora is well-positioned to thrive in the beauty industry and overcome the obstacles brought about by the ongoing pandemic.

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