• by Sarah Mahoney , Yesterday

Who needs UPS when you can tap a trio of glamorous beauty entrepreneurs for home delivery? That's the idea behind Sephora's new "Beautiful Deliveries" campaign.

The campaign features the faces behind some of the retailer's better-known brands — model Molly Sims, who started YSE Beauty, Claudia Sulewski of Cyklar, and Danessa Myricks of Danessa Myricks Beauty — filmed as they surprise Sephora customers with personal deliveries.

The new work is designed to promote a limited-time offer of free same-day delivery and includes complimentary gifts in select markets, rewarding shoppers who want their purchases fast. The campaign was created by Digitas and Le Truc, both part of Publicis Groupe, and is running on TikTok, Instagram and YouTube Shorts. Additional content from all three founders will go live throughout the week.

The campaign is one of two customer-focused announcements from Sephora this week. The retailer also announced the global rollout of its Quiet Hours initiative, following a successful pilot in 32 stores in eight markets, reducing noise, brightness and strong fragrances.

Many retailers offer more sensory-friendly shopping by dimming lights and turning off music. Target began experimenting with sensory-friendly shopping experiences a decade ago. In 2023, Walmart introduced a quieter experience from 8 a.m. to 10 a.m. daily, even changing display TVs to static images. But Sephora claims to be the first beauty retailer to do so.

The company says that following its test, most neurodivergent shoppers said Quiet Hours significantly improved their experience, and 90% of all clients think it makes Sephora stores more inclusive and welcoming.

"With Quiet Hours at Sephora, we provide a beautifully calm atmosphere where clients feel welcome, allowing them to shop at their own pace, find and purchase the products they love," said Deborah Yeh, global CMO, in the announcement, calling it "a meaningful step in our ongoing commitment to building more welcoming environments for our employees, consumers, and communities."