Sephora Summer Club

Source: Sephora

If a brand is an experience, then brand Sephora is proving it this summer.

From May through Labor Day, Sephora set up two "Summer Club" pool experiences at luxury hotels in Williamsburg, Brooklyn and the Florida Keys. Both are poolside beauty destinations where hotel guests can rent beauty tools, test complimentary sun-care products, and shop a curated selection of summer essentials. Everything branded Sephora, right down to the iconic black and white stripes.

Here’s what I love about this … in beauty retail, competition is brutal. Luxury consumers who spend serious money in the category have options literally everywhere they turn, especially on social media. They try everything and forget about it the moment they throw it into their bag or scroll to the next. But Sephora is giving them a branded experience that lives in their memory bank long after they checkout. So that they don’t check out.

Sephora is delivering the right product at the right place to the right consumer. Right at the right time. Skin care and hair care when they need it most, pool side in the sun.

Then the best part is that those guests take that experience home with them, when they walk into their local Sephora. Suddenly, that store visit isn't just a transaction because it’s a continuation of something they felt at that pool.

Source: Sephora

That's the whole full circle game.

So here's the question for those of us building brands … What’s your experience? JIM