Sephora trials ‘quiet hours’ in selected stores

Sephora is trialling ‘quiet hours’ in a selection of its stores to create a more inclusive shopping experience for customers.

The beauty retailer is running the initiative at its Westfield White City, Birmingham and Manchester Trafford stores every Tuesday and Thursday morning for the next 12 weeks.

Between 10am to 12pm, the stores will lower or turn off the music, dim the lights where possible and minimise the static digital screens in-store.

It forms part of Sephora’s commitment to creating a more inclusive and welcoming shopping experience for all customers, “particularly those who may benefit from a calmer and less sensory-stimulating environment”.

Sephora UK managing director Sarah Boyd said: “We recognise that there are different needs for our customers when it comes to their shopping experience, and we want to ensure we can welcome everyone into our stores in the way they would prefer.

“Over the last year, we have really listened to consumers and our in-store team who have expressed how overwhelming the store environment can be at times. We recognise that our stores can be very busy, which is a great source of pride of course, but we also know that this can be intense for some shoppers with sensory concerns.

“We are exploring different ideas and formats to appeal to all the beauty lovers from all walks of life and age groups and are always open to feedback and ideas.”

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