herworld.com Brings Foot Traffic into Sephora

Finding a mutually beneficial concept

Sephora, international established chain of perfume and cosmetics stores, was looking to develop a greater online presence in line with its model in the US, which has a large and active online community.

The relaunch of our site, herworld.com, created a perfect opportunity for Sephora and our team to work together. Thus the idea of a beauty and fashion roadshow was born.

Sephora also had a beauty booklet bundled with Her World’s July issue, and this event proved to be the perfect opportunity to promote the looks and products that were featured in this booklet.

The day itself: Workshops, demos, competitions and giveaways

And so, the first weekend in July, the herworld.com team headed down to ION Orchard for a weekend of fashion tips and beauty tricks with our online users.

It was herworld.com’s first-ever event, in partnership with Sephora, to promote its revamp and offer treats to current and new members.

Shopping vouchers from our sponsors were rewarded to ladies who registered as a herworld.com member at the road show, while current members were treated to makeovers, workshops and even got to participate in a photo contest to win a Toshiba Notebook PC.

The highlights of the two-day road show were the Fashion & Beauty Challenge and the workshop – 5 Looks.

Five herworld.com members were short-listed to participate in the Fashion & Beauty Challenge, where they had to take on the challenge of creating a look for themselves in 30 minutes.

The workshop – 5 Looks – was conducted by Her World’s Associate Fashion Editor, Patrick Sin, and Fashion & Beauty Editor, Pearlyn Tham.

At this workshop, the editors, Patrick and Pearlyn, picked five herworld.com members to present five different wearable looks, of their choice. These lucky ladies got to pick out an outfit with Patrick at the following stores: Levi’s, Liz Claiborne, New Look and T.M Lewin. Following that, they enjoyed a makeover with Pearlyn and Didi Sin, a beauty advisor from Sephora.

 

Other herworld.com members who participated in the workshop were pleasantly surprised with the ‘real women’ element as well as the beauty tricks that Didi shared with them during the make-up demonstration.

Helping Sephora hit their sales target!

herworld.com reached out to a valuable audience and grew our online community, membership to which means partcipation in exclusive promotions, weekly updates via e-newsletter, and complete access into our forums.

The make-up demos conducted by Sephora’s beauty advisors at our road show also helped promote the products – the chance to see the products in action proved to be key in generating real interest in these new brands in the Singapore beauty market. These purchases were no doubt encouraged by the Sephora vouchers given away to our new members. Sephora met their sales target and were very pleased with the traffic that we drove to their store.

Together with Sephora, other sponsors like Levi’s, Liz Claiborne, New Look and T.M Lewin, rewarded newly registered members of herworld.com shopping vouchers to direct traffic to their stores. After all, they’re all located at ION Orchard, and that was also an advantage.


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This event was organised by SPH Magazines, presented by herworld.com and Sephora, and partners: Levi’s, Liz Claiborne, New Look, T.M Lewin, ION Orchard, Toshiba Notebook PC, Cedele, and JAMS Precious Treats. To read more about the event and for the event photo gallery, go to herworld.com here and here.

About herworld.com :

herworld.com is the online presence of Her World, Singapore’s most established monthly women’s magazine with the highest readership.

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