Sephora / Four Steps to Beautiful Skin

Objective / Increase sales of skincare in Sephora inside JCPenney stores.

Strategy / Educate customers on skincare basics: Cleanse, Treat, Moisturize, and Protect. Use omnichannel tactics to introduce products tailored to customers' skin types and concerns. Feature models in a range of ages and ethnicities to reflect the diverse customer base of the 300+ JCPenney locations.

Channels / Retail store signage, catalog, direct mail, email

Roles and Skills 

  • Creative project management 
  • Cross-functional collaboration
  • Omnichannel design direction
  • Art direction and graphic design
  • Print and digital production
  • Creative producer
  • Integrated marketing
  • Team leadership


Sephora Four Steps to Beautiful Skin marketing campaign; color palette, typefaces.
Sephora Four Steps to Beautiful Skin marketing campaign. In-store catalogue.

A 16-page in-store catalogue is an education tool and a sales vehicle. Skincare tips are interspersed with product suggestions for each skin type.

Sephora Four Steps to Beautiful Skin marketing campaign. In-store catalogue interior spread.
Sephora Four Steps to Beautiful Skin marketing campaign. JCPenney windows.

Store windows previewed the Four Steps theme.

Sephora Four Steps to Beautiful Skin marketing campaign. Sephora inside JCPenney skincare shelves.

Five shelves dedicated to the Four Steps program offer an easily navigable destination for skincare shoppers and lived in the store year-round.

Sephora Four Steps to Beautiful Skin marketing campaign. JCPenney catalog spread.

A spread in the JCPenney catalog introduced 3 million customers to the Four Steps.  

Sephora Four Steps to Beautiful Skin marketing campaign. JCPenney catalog spread detail.
Sephora Four Steps to Beautiful Skin marketing campaign. Direct mail postcard.

Postcard (left) brought in traffic with a sampling offer and drove 200% lift in sales on featured SKUs. A bag stuffer (right) enticing clients to return during a two-week period drove $20,000 in sales and resulted in a 526% ROI.

Sephora Four Steps to Beautiful Skin email marketing.

"Allison taught me so much during my time at Sephora. She is one of those rare individuals who always seemed calm and composed even under the most stressful moments.  ...Every new designer I bring on at my current company gets schooled and then uses Allison's file management system. It's saved us more than once."

—Diana Freeman-Baer / Senior UX Manager

Using Format