Sephora is expanding Quiet Hours to stores across Europe as part of a global roll out of the initiative.
Quiet Hours are an inclusive scheme offered by the LVMH-owned beauty retailer, with quieter music, dimmed lights and adjusted screens in-store during certain times to create a more peaceful shopping experience.
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Sephora first launched its Quiet Hours pilot at 32 stores across eight regions last year.
The beauty retailer is now rolling out the scheme across its European stores after announcing a global roll out in June following the “highly successful” pilot.
Created with the neurodiversity community, including experts such as Open Inclusion and Purposeful Futures, as well as internal employee groups, the initiative also seeks to minimise strong scents at specific times.
“At Sephora, welcoming every client with care is a standard we hold ourselves to every day,” said Catherine Spindler, Europe and Middle East President at Sephora.
“By thoughtfully adapting our in-store environment, from lighting to sound levels, we are addressing the practical needs of the neurodivergent community and all clients who prefer a calmer shopping atmosphere.
“This initiative reflects our constant commitment to ensuring our stores are accessible and comfortable for everyone, and I want to thank our teams and partners for bringing it to life.”
Most neurodivergent Sephora shoppers said Quiet Hours significantly improved their experience, according to the retailer, and 90% of customers think the initiative makes Sephora stores more inclusive and welcoming for all.
Quiet Hours have also been welcomed by Sephora’s staff.
One Sephora Beauty Advisor at its Westfield London White City, UK store, said: “Quiet Hours is my favourite time of the week; it gives me a break from distracting noises and gives me a chance to step back and process every situation.
“We can build stronger connections with clients as we are in a calmer environment, and both feel at peace.”
Sephora joins the likes of Lush, Selfridges, Molton Brown and Superdrug in offering quiet shopping hours
Deborah Yeh, Global Chief Marketing Officer at Sephora, added: “At Sephora, we are driven by our purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty.
“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.
“Quiet Hours at Sephora is one meaningful step in our ongoing commitment to building more welcoming environments for our employees, consumers and communities, and we know there is still much more to learn and do.
“We are proud of this step forward, and equally committed to continuing to listen, learn, and grow alongside the communities we serve.”
