of Store Marketing for Sephora Cosmet-
Disability doesn’t discriminate: people of all races,
ics. “This will then allow a company to
best meet the community’s needs.”
cultures, and socio-economic groups can become
Sephora’s understanding of the commu-
disabled, or give birth to a child with special needs.
nity and its needs allows them to connect
with consumers by capitalizing on the referring to themselves, whereas parents needs community to providing accessi-
company’s strengths. Sephora is a cos- of children typically prefer the term bility guidance and delivering Disability
metic industry pioneer, who created an “special needs”. And like person-first Etiquette and Awareness training,
open-sell environment, where more than language, this difference points to a larg- Springboard ensured Sephora’s success.
200 beauty brands are sold under one er idea; these are actually two different Sephora also worked with DeVries
roof. This open-sell model, which pro- (though often connected) communities Public Relations to generate media alerts
vides easy access to the products and and markets. Companies may decide to and secure calendar listings.
without high or intimidating cosmetic market to either or both, but should take Internal diversity departments can
counters, creates an ideal shopping into consideration their unique needs also help to connect a company (and its
experience for people with physical dis- and wants. Sephora, for example, mar- marketing department) with the disabili-
abilities. Sephora also understands that kets to both, taking into account the sub- ty community. Many communities have
women in the special needs market are tle differences between them. “One of independent living centers, community-
just like women everywhere. “Like our goals was to pamper mothers who related disability organizations, and
everyone else, moms who have children care for children with special needs by even listservs dedicated to specific pop-
with special needs and women with dis- offering personalized beauty treatments ulations like the local deaf community.
abilities want to feel and look good in a and skincare consultations,” says Locas- Websites are another marketing and
comfortable and safe environment,” says to. “Our second goal was to educate communication avenue, as long as they
Locasto. “As professionals in the beauty women with disabilities by offering one- are accessible.
business, Sephora realized this and on-one appointments, in which they Inclusion may be just as important as
wanted to serve this population by show- learned a number of beauty tips, tricks, accessibility. That’s where branding
ing them that we truly care about their and application techniques.” The results comes back into the picture. Consider
beauty needs, from the inside out.” in both cases have been positive. Sephora: with their targeted outreach,
“Deserving moms feel a true sense of they’re introducing consumers to their
“Like Everyone Else” appreciation and belonging at Sephora, unusually accessible stores, showing
Too often in the past, people with dis- while women with disabilities not only them that Sephora understands their
abilities have been thought of as “other”, feel more knowledgeable about beauty, needs and wants to support their com-
sometimes patronized, even pitied. but emotionally safe and comfortable in munity. They are branding Sephora as an
There’s no place for any of those outdat- an environment where they can shop and accessible, inviting and supportive place
ed ideas in today’s market. Marketers play without judgment.” that actively includes women with dis-
must take special care in communicating abilities and mothers of children with
appropriately to the special-needs com- Communication and special needs. These women, in turn,
munity, as with any consumer segment. Connection pass on the word that Sephora is doing
Diversity departments can help market- But how did women know that they something right.
ing departments to understand the cul- could come “shop and play”? How did Nadine Vogel is president of Spring-
ture of disability. For example, the spe- Sephora let the community know about board Consulting LLC based in Mend-
cial needs community, like other diverse their universally accessible environ- ham, NJ. A consultant to global corpora-
segments prefer the use of person–first ments and their understanding and tions and national organizations, Spring-
language, which involves putting the trained staff? They tested their new in- board is the leading expert in the U.S. on
person before the disability, e.g. refer- store concept by hosting “Special marketing to the disability community
ring to “a person who is blind” instead of Needs” events in a number of stores in and supporting them in the workplace.
“a blind person”. It’s not only a preferred markets that included New Jersey, Vogel is also the mother of two children
use of language, but a great philosophy Chicago, and Atlanta. Springboard Con- with special needs. She can be reached
that get s back to that idea of people as sulting LLC, experts in the special needs by email at info@consultspring
people — “like everyone else”. marketplace, helped Sephora every step board.com. You can learn more about
Another important distinction when of the way. From developing this excit- Springboard by visiting their web site at
using language; adults who are disabled ing initiative and reaching out to their www.consultspringboard.com. HNM
prefer to use the term “disability” when nationwide contacts within the special Source: Diversitybusiness.com
WWW.HNMAGAZINE.COM Celebrating over 15 Years of Embracing Diversity 31
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