Sephora rehabilitates its image with more black marks

Sephora’s image has been tarnished by the inability of its staff to help women of color. In recent reports, the company is now working hard to rehabilitate this image and erase suspected racial prejudice.

The company’s plan was unveiled yesterday when management announced a crackdown on discrimination by its staff and promised to double the assortment of black-owned brands by the end of the year. In addition, he promised to cut down on third-party security forces.

Sephora is owned by LVMH and has been a world leader in beauty. However, while a few years ago it was the leader in beauty, Ulta and Bath & Body Works now have a larger share of the beauty market. Sally Beauty and The Body Shop turn 4^e and 5^e.

As part of the company’s multi-dimensional approach to re-engaging customers, Bloomberg says, Sephora is updating its zero-tolerance policy to ensure that staff who exhibit racist behavior are investigated thorough. There will be annual performance measures for company personnel that are linked to diversity, and inclusion goals will add accountability.

I’m surprised that the enlightened management of the company (and LVMH) has waited until now to discover the lack of attention to women of color – of any color. The story Bloomberg tells is about black customers coming into Sephora stores and finding that associates couldn’t match their foundation, didn’t know how to do “dark makeup” and even admitted they weren’t. comfortable dealing with the skin tones of a black client. When you hear these factual stories, you wonder where the leadership was or what were they teaching their associates. In a related example, musician SZA, who is black, was followed by security at a California store. This biased behavior triggered meetings and workshops across the company.

A woman – of any color – black – brown – yellow – green – should feel comfortable walking into any beauty store and being served with knowledge and a smile. Racial prejudice is unacceptable, and a statement in Bloomberg history is boring in today’s world. “Racial prejudice occurs in all retail businesses,” said Deborah Yeh, chief marketing officer of Sephora. The many allegations in the Bloomberg report are a flashback, not a look to the future. A comment like that from a senior executive will not help the company move forward or regain the leadership position it seeks.

As of July 2020, 6.5% of Sephora’s leadership in US stores, distribution centers and corporate offices was black. In contrast, Ulta said in August that 13% of its executive staff were black.

In addition to increased attention to how customers are treated, the company revamped its minority support program and signed the 15% pledge that calls on stores to increase the share of black-owned brands. available for sale. Today, only eight of the nearly 300 brands sold by Sephora are owned by blacks.

Sephora transfers its shop-in-store concept from JCPenney to Kohl’s. It is a real blow for Kohl’s to acquire the assortment and the know-how of the trained associates. 200 of the units will be open by the end of this year, and the plan is to open approximately 850 stores by the end of 2023. I hope these stores will have well-trained associates and offer products that reflect the beauty needs of women of all colors. Every Kohl’s customer deserves a satisfying shopping experience.

Black America has reason to be skeptical about a lot of things. Whether it is their worry about the COVID vaccine, the ability to shop freely without being put off, or to freely enjoy a sporting event. It’s American style, a way I hope Sephora’s action will now help change.