A Brand Among Brands
With over 1,900 stores across 29 countries, Sephora is among the world’s leading retailers of beauty products. Global expansion and an ever-growing inventory of new and classic brands prompted Tolleson’s engagement, resulting in a retail experience transcending their more than 250 product brands competing for customer attention.
Four distinct worlds – curated, color, fragrance and skincare – were developed to help customers navigate the store and focus the shopping experience.
A strong typographic system, based on simple yet expressive treatments, served the dual role of inspiring at the highest line of sight within the store and informing at the shelf level.
Each Sephora world is distinguished by its own look and feel within the holistic retail experience. An overview of the brand expression was delivered as a look book to train and inspire Sephora leadership.
A brand video was created to accompany the look book and build momentum around the new retail experience.