In the ever-evolving cosmetics industry, large companies have the power to redefine standards and drive transformative change through strategic partnerships. A prime example is the collaboration between Sephora, a global beauty giant, and Manor Switzerland, a renowned department store chain. Since 2016, they have operated as equal partners in Switzerland, setting a new standard by promoting inclusion and empowerment.
The launch of Sephora in Switzerland eight years ago marked the beginning of a strategic collaboration with Manor and heralded a new era in the national beauty retail landscape. Today, this partnership spans 26 locations nationwide, providing access to a wide range of beauty brands and products that cater to diverse preferences and identities. Manor and Sephora empower individuals to express themselves authentically and confidently, presenting their unique personalities in new ways.
At the heart of their vision is the idea of defining beauty as an integrative, empowering concept that transcends social norms and embraces individuality in all its forms. This aspiration is evident in Sephora’s newly launched institutional campaign, which carries the slogan: ‘We belong to something beautiful.’ This bold statement confirms Sephora’s commitment to fostering a sense of belonging where everyone feels seen, valued and celebrated.
Reflecting a diverse community
The campaign’s message resonates with consumers who have long awaited a beauty industry that reflects and embraces diverse identities. By promoting inclusivity and representation across all races, genders, age groups and beyond, Sephora aims to foster a sense of belonging and confidence among its customers. In doing so, Sephora is selling products and cultivating a movement aimed at challenging beauty standards, breaking down stereotypes and promoting a culture of self-love and acceptance.
“As the General Manager of Sephora in Switzerland, Germany, and Scandinavia, I strongly believe that Sephora will continue to set standards in the future by combining economic success with a solid commitment to diversity and inclusion,” Björn Überschär says. “We are aware of our responsibility and are committed to our pioneering role in promoting diversity, empowering people and supporting a beauty community where everyone feels valued and represented.”
“As the General Manager of Sephora in Switzerland, Germany, and Scandinavia, I strongly believe that Sephora will continue to set standards in the future by combining economic success with a solid commitment to diversity and inclusion.” – Björn Überschär
Sephora’s partnership with Manor Switzerland creates a strong platform to spread their message of diversity and empowerment. Thus, Sephora is a strategic provider of beauty products and a beacon of progress. Through curated product offerings, inclusive campaigns, memorable in-store experiences and collaboration on street marketing campaigns such as the Urban Vibes Fashion Shows, Sephora and Manor are redefining the retail landscape in Switzerland.
This commitment extends beyond product offerings and marketing initiatives, permeating every aspect of their business operations. Sephora greatly emphasizes inclusivity and fairness, from hiring practices to employee training and corporate social responsibility initiatives. By fostering a diverse and inclusive workforce, Sephora enriches its corporate culture and ensures that its products and services resonate authentically with customers from all walks of life.
Looking toward the future, Sephora and Manor Switzerland are prepared to continue leading the way. As consumer preferences evolve and societal expectations shift, Sephora and Manor remain steadfast in their commitment to challenging norms, amplifying marginalized voices and creating a more beautiful world – a world where everyone truly belongs.
