Sephora UK is piloting facial differences training with its in-store beauty advisors via a new charity partnership with Face Equality International.
The LVMH-owned beauty retailer’s UK business is giving its beauty advisors access to a new face equality training programme, developed by the Sephora UK education team and Face Equality International to mark International Face Equality Week (11 to 15 May).
The training will help Sephora UK’s beauty advisors to combat negative experiences those in the facial difference community have lived, while also equipping retail staff with the tools they need to service customers with bespoke needs.
Face Equality International is a charity which raises the visibility of the facial difference community and educates to target the systemic disadvantage affecting the worldwide facial difference community.
From 11 to 12 May, Sephora UK has also pledged to donate 15% of full price sales from its own-brand Sephora Collection to Face Equality International.
As part of the partnership, Sephora UK commissioned Face Equality International to conduct a survey with its UK CRM database to better understand the experiences of customers with facial differences.
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The findings revealed that people with facial differences find it harder to ask a beauty assistant for advice and to be confident choosing products to meet their needs.
More than 11% have received unwelcome comments or questions from shop staff, highlighting a need for the training programme.
“I am incredibly proud of the work we are doing at Sephora UK this International Face Equality Week in support of our charity partner, Face Equality International (FEI),” said Sarah Boyd, Managing Director, Sephora UK.
“This initiative has been a true collaboration across the business, bringing together our education, marketing and trade teams, alongside FEI to help drive meaningful action and create more inclusive beauty experiences.
“At Sephora UK, we are always looking for ways to evolve and improve the retail experience for every customer, so we are excited to continue rolling out our face equality training programme following a successful pilot with cast members at our newly opened Bristol Cabot Circus store.
“Alongside education, fundraising plays an important role in helping drive awareness, long-term impact and the work that we do together with FEI.
“Through our Sephora Collection donation initiative, we are proud to give customers the opportunity to support FEI’s incredible work, while also helping more people discover the importance of face equality and the need for everyone to feel truly seen and served.”
Phyllida Swift, CEO, Face Equality International, added: “For too long, the facial difference community have felt excluded from beauty spaces and with too many people having had a negative experience when asking for advice.
“We are thrilled to be partnering with Sephora UK to create space for people with facial differences to be seen and served, whether that is through representation in campaigns, or knowing that they can walk into a store and have a positive, celebratory experience.”
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