Sephora has launched a new advertising campaign in partnership with beauty brand Haus Labs by Lady Gaga called “We Belong to Something Beautiful’’ as it aims to promote inclusivity and diversity for the LGBTQIA+ community.
The beauty retailer stated it will contribute $1 from every product purchased to the Born This Way Foundation.
Sephora also plans to return its Brave Spaces, where LGBTQIA+ shoppers and allies can receive personalized assistance for their Pride looks, and will roll out across 74 cities in select locations.
Deborah Yeh, global chief marketing officer of Sephora said: “At Sephora, we’re driven by our Purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty.
“Lady Gaga’s personal story is a magnificent illustration of the values we promote every day and having her sharing her own feeling about what Sephora is all about is an incredible testimony for us.”
The marketing campaign launched at the beginning of Pride month and the nonprofit donations will happen between June 1 to June 30.
Sephora released a video to accompany the campaign which features Lady Gaga and a community-based program centered around beauty and storytelling.
The move aligns with Sephora’s brand strategy to promote inclusivity and diversity among its customers.
Meanwhile, other retailers in the US are taking a different approach and scaling back on their DEI initiatives, which has had a mixed reaction from consumers.
Retail giant Target recently reported a weak performance, blaming the backlash from its pullback on its DEI programs as one of the reasons behind its subpar results.
Other major retailers including Lowe’s and Walmart also scaled back their DEI policies at the beginning of the year.
Click here to sign up to Retail Gazette‘s free daily email newsletter
