Sephora Play Box Packaging | Brand Experience Project

by Jamie Sanford on October 4, 2017

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It’s been some time since I’ve reviewed order packaging, which was previously a symptom of not having ordered from new retailers. However, I recently signed up to receive the Sephora Play Box, and the packaging is so excellent that I felt compelled to share it.

Sephora packaging is mostly great to begin with, but they have taken advantage of the opportunity to create something that will be the same size every month, so it is highly customized. Let’s take a look.

Customized and striking!

OK, this is what REALLY sold me. The tape on the box is custom tape, so that you can barely see it. This wasn’t necessary but is AMAZING. I can’t tell you how happy this tape makes me as someone who is highly invested in commerce.

They are clearly committed to the black, white, and red color palette for the outer packaging. You receive this card to get 50 extra points if you go into the store, and the backing folds open to give you details on each product in the bag!

Not only is this super cute, but this is an item in the box that you can use again. (The premise of the box is that you receive a number of deluxe beauty product samples each month.)

Little touches like an extra mention of the Play URL are not necessary, but create a pop of color in the bottom of the box, and are informative. When this box is being reprinted, I would like to see something here prompting the customer to leave a review of the box online, including a URL of where to do that.

Here are the samples included in this month’s box. I was impressed by the size of the liquid lipstick and the brow gel. These will actually last a while, and I think that the box might be well worth the price.

However, for this inaugural box in my subscription, the packaging is what really made my day. Congratulations to Sephora for recognizing the value in impressive, customized packaging.



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Sephora VIB Sale Picks and Wishlist | Spring 2017

by Jamie Sanford on April 18, 2017

The Sephora VIB sale event is back!

This post contains affiliate links, which means I receive a small commission if you make a purchase using these links.

April 18-24: VIB Rouge Members receive 15% off on all purchases, in store and online.

April 19-24: VIB members receive 15% off on all purchases, in store and online.

April 20-24: Beauty Insiders receive 15% off on all purchases, in store and online.

To become a VIB member, you have to spend $350 at Sephora in the span of a year. I’ve managed this the last few years by purchasing skincare from Sephora instead of with the individual brands. To become a VIB Rouge member, you have to spend $1000 at Sephora in the span of a year, which doesn’t feel like reality. I’m guessing it is mostly beauty professionals in this category.

So let’s get into it! The list below combines my wishlist or items I would like to pick up, as well as favorites that I might have to stock up on while they are being discounted. I will definitely also be picking up skin care items from Murad and Origins.




{ Comments on this entry are closed } New Brand Menu | Missing the Mark #15

by Jamie Sanford on March 16, 2017

To view all of my content about brand experience, please click here.

I have written many blog posts about I am a huge fan of Sephora in general, but their website choices are, at times, baffling.

The most recent of these choices is their updated “brands” dropdown. They have completely changed their main site navigation, which is fine. You can see the main nav choices below.

I am focusing on the brands dropdown, because that is the one I use the most.

I like the images a lot, I’m fine with using this area to feature certain brands. I would not be surprised if Sephora, like many other retailers, offer placements to brands at a cost, and this new design may have created a few more revenue channels for them. However, there’s still a major piece missing!

Where is the “all brands” or “brands A-Z” on this menu? This was my go-to, and I imagine, the same for many others, when we were using the old version of the menus. Why even have a separate main navigation button for brands if you aren’t going to offer fast and easy access to ALL brands?

I know that I cannot be the only person wondering where this button is, and I hope that brings it back soon.

UPDATE 3/19/17: has added “brands A-Z” to the brands dropdown menu! I am pretty certain I’m not the only person who really wanted it back.


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To view all of my content about brand experience, please click here.

Another short one!

I think you only need to read back a few posts on this blog to see that I’m a regular Sephora customer. For the most part, I think that their online shopping experience is great, and am happy to keep shopping

However, something I had noticed in the past re-surfaced for me this week, and it is ridiculous.

316 results! I need to see them all. Luckily, there’s an option for “view all” in the dropdown.

This is so unnecessary. Why give me an unfortunate red error-y message when you could instead just offer the option to “view 300” instead of “view all,” when you don’t actually mean that you can view all? is generally wonderful, so this is super disappointing. I also can only dream of the team they have working on this website, so hopefully they can add a fix for this to their list of to-dos for 2017.



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Sephora VIB Sale Wishlist and Product Picks

by Jamie Sanford on November 9, 2016

I can’t believe that I just created a beauty items wishlist without remembering that the biggest sale of the year at Sephora was quickly approaching! I am a VIB member, and will definitely pick a few things up during the sale. If nothing else, it is a great time to replenish stock on things you would buy anyway.

From November 11th through November 14th, you will receive 20% off all in-store and online purchases with code 20VIB.

Here’s my wishlist as well as product picks for items to pick up during the Sephora VIB sale!

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