Guided by their commitment to create a more inclusive retail experience, Sephora set out to better understand and address the issue of racially-biased and unfair treatment of BIPOC shoppers that exists broadly in our society, including their own stores, by commissioning a first-of-its-kind study in U.S. retail.
Racial Bias in Retail Video
Our challenge was to develop video content to raise awareness of how Racial Bias in Retail is manifested, support the report findings and elevate Sephora’s resulting action plans and commitment to make change.
The Racial Bias in Retail video is meant to inspire a paradigm shift and present racial bias in retail as a hidden tax many customers of color endure on a regular basis. By pairing impactful statistics with examples of real life scenarios, we were able to highlight both the personal harm and factual relevance of this study and why Sephora is taking the lead to address the issue.
“As a diverse, immigrant-owned agency, this project had a special meaning and a higher purpose. Experiencing bias on a daily basis should not be part of anyone’s existence and having the opportunity to support the efforts of Sephora to self-correct and motivate others to change was really meaningful.”Boriana Strzok, Creative Director, 5IVE
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