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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.

The Project

Racial Bias in Retail Video

The Challenge

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 Solution

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.

Creative Approach and Execution

The design approach and illustration style are inspired by the retailer’s main products, creating a visual narrative in which diverse skin colors, body shapes and gender representation allow shoppers and staff to see themselves reflected in the video. The elegant visuals and fluid lines lend a subtle nod to the beauty industry, creating a clear contrast with the structural significance of the institution behind the brand.

Press Coverage

The project quickly received press coverage and commentary from major sources such as Good Morning America, ABC News, Forbes, Washington Post, the Associated Press, Glamour, Allure, Fortune, Business Wire, and New York Magazine’s The Cut.

Sephora Racial Bias in Retail video media coverage

Social Media Engagement

After sharing the video on social media, our audience responded with inspiring reactions regarding how this message resonated with them and how it’s time for brands to take action and commit to change.

“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

Next Project:
Georgetown Law Center Adultification Bias Video