Sephora Launches Classes for Confidence, Helps Women in Need Feel Beautiful
Sephora recently announced the launch of Classes for Confidence, one of three programs that make up Sephora Stands, the beauty retailer’s social impact initiative. As per Classes for Confidence will be “a series of complimentary, specialized in-store beauty classes developed to help inspire confidence in participants facing major life transitions.”
As of last Saturday, over 85 Sephora stores in the United States have partnered up with non-profit organizations within their communities. Through these organizations, Sephora is able to reach out to participants looking to have fun while learning how to create a professional beauty look perfect for re-entering the workforce.
“Classes for Confidence was born from our core strength of education, and utilizes the company’s existing infrastructure and beauty classes programs for even greater good,” said Corrie Conrad, Sephora’s Head of Social Impact. “Our aim with this program is to connect with the community, have fun, and help those who partake feel confident, beautiful, and ready to face whatever challenges lie ahead.” The program aims to deliver 200 classes, reaching 2,000 people by the end of this year. By 2020, Sephora hopes to have helped 100,000 women in need.
It’s great to see a major retailer doing work to help those in need, but make no mistake, it’s also just good business sense. Cause marketing has been a retail strategy for several years now, and with a projected reach of $2 billion by the end of 2016, it shows no signs of slowing down. In commerce, it’s about as close to ‘having your cake and eating it too’ as one can get.
With so many non-profit organizations (and the people who depend on them) needing a helping hand, there’s always plenty of charitable work that can be done. A study conducted earlier this year shows that 72% of consumers have donated at the point-of-sale and 65% of them actually feel more positively about the retailer after giving, proving that asking for a little more for a good cause is by no means damaging to a company’s brand image.
What causes are important to you? As a business-owner, what can or are you doing to help your community? Be sure to sound off in the comments below!
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