NEW YORK — As Amazon gears up for its annual Prime Day sales surge, Sephora is steering beauty lovers off their screens and into stores, literally. The prestige beauty retailer has launched its first-ever "Delivered to Beauty" campaign in partnership with Lyft Media, offering ride credits and exclusive in-store perks to shoppers in five major cities.
Running concurrently with Amazon Prime Days, the initiative is Sephora’s bold move to reclaim the tactile, immersive beauty shopping experience. Participating consumers in New York City, Los Angeles, San Francisco, Chicago, and Seattle can receive up to $20 off Lyft rides to select Sephora locations.
“At Sephora, we are all-in on beauty, and we get how it’s meant to be experienced,” said Zena Srivatsa Arnold, Chief Marketing Officer of Sephora U.S. “This campaign reminds consumers that beauty should be about quality, education, and human connection — not just convenience.”
While many retailers slash prices to compete for consumer dollars during Prime Day, Sephora is taking a different approach: offering an enhanced experience as the value-add. In-store shoppers will receive personalized skin scans, guidance from expert Beauty Advisors, exclusive samples, and $10 off purchases of $50 or more.
“Our research shows that what beauty shoppers love most is the ability to test products, get expert advice, and discover what truly works for them,” said Arnold.
Sephora is also branding Lyft vehicles for the promotion, turning the ride itself into a branded experience. “It’s a natural collaboration,” added Suzie Reider, EVP of Lyft Media and Business. “At Lyft, we want to connect people with the places they love, and our partnership with Sephora really leans into that.”
The Lyft partnership is part of a larger Sephora initiative launched this year titled “Get Beauty from People Who Get Beauty.” It’s a long-term campaign designed to highlight Sephora’s extensive roster of trained Beauty Advisors, expert-led brands, and personalized service — all of which differentiate it from mass-market and online competitors.
