Sephora is the first beauty retailer to roll out Quiet Hours at a global scale. Following a successful pilot in 32 stores across 8 markets, the initiative will be deployed globally in all regions.
San Francisco, CA June 12th – Today, Sephora proudly announces the global roll out of its “Quiet Hours”, an inclusive initiative aimed at anyone who enjoys a more peaceful and calmer shopping environment, in line with Sephora’s commitment to creating a more inclusive and welcoming shopping experience for customers. At specified times, Sephora stores will turn down the music and adjust screens to create a calmer atmosphere with fewer distractions. The initiative was shaped by listening to the neurodiversity community, including experts such as Open Inclusion and Purposeful Futures, but also internal employe resource groups.
“At Sephora, we’re driven by our purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty. With Quiet Hours at Sephora, we provide a beautifully calm atmosphere where clients feel welcome, allowing them to shop at their own pace, find and purchase the products they love. Quiet Hours at Sephora is one meaningful step in our ongoing commitment to building more welcoming environments for our employees, consumers, and communities — and we know there is still much more to learn and do. We’re proud of this step forward — and equally committed to continuing to listen, learn, and grow alongside the communities we serve.” said Deborah Yeh, Global Chief Marketing Officer at Sephora
Quiet Hours is a powerful example of how small, but important adjustments such as lowering the music volume and minimizing strong scents can impact people seeking a calmer shopping experience, including neurodivergent clients who love Sephora and want to be able to spend more time in the stores.
The initial pilot phase included 32 stores across 8 markets and has proven highly successful: most of neurodivergent shoppers say Quiet Hours significantly improves their experience and 90% of clients think Quiet Hours makes Sephora stores more inclusive and welcoming for all.
The Quiet Hours initiative has also been embraced by Sephora’s Beauty Advisors who appreciate having a quieter moment in their day.“Quiet Hour is my favorite time of the week; it gives me a break from distracting noises and gives me a chance to step back and process every situation. We can build stronger connections with clients as we are in a calmer environment, and both feel at peace.” Said a Beauty Advisor from Sephora Westfield London White City – UK
“I’ve observed that lowering music, adjusting lighting, and offering mobile checkout options truly make a difference for clients who prefer a calmer atmosphere. These small adjustments not only support neurodivergent clients but also enhance comfort for all shoppers.” Said a Beauty Advisor from Sephora Issy-les-Moulineaux – France
Christine Hemphill, of Open Inclusion, said: “By listening directly to neurodivergent and sensory-sensitive beauty customers across five countries, we uncovered clear opportunities to rethink what more inclusive beauty retail spaces look, sound and feel like. Their experiences shaped the development of Sephora Quiet Hours. This helped create an environment that is more welcoming, accessible and comfortable for many people. It’s a powerful example of how listening to broader perspectives can help ambitious, customer-oriented brands like Sephora design their spaces and service experiences where all consumer needs and considered and included. This is the future of retail.” said Christine Hemphill, of Open Inclusion
“What began as a response to the needs of neurodivergent beauty fans across the world became a much bigger opportunity: to reimagine what the experience can be for many who find retail physical environments challenging. By becoming the first global beauty retailer to introduce Quiet Hours, Sephora is setting a new standard for the industry, and proving that some of the most powerful innovations are those designed for inclusion.” said Chloe Matharu, of Purposeful Futures
Through Quiet Hours, Sephora doubles down on its promise to welcome all to the world of beauty. Leveraging Sephora’s global reach, and its community of 80 million beauty fans, the campaign will be live in all regions where Sephora operates.
