Sephora: producing e-commerce marketing assets across Europe

Sephora is part of the Louis Vuitton Moët Hennessy (LVMH) Group, the world's leading luxury goods company, and operates in 31 countries across Europe, the Middle East, the Americas, and Asia.

Sephora partnered with Prodigious (Publicis Groupe) to develop digital marketing campaigns for the French and European markets.

A dedicated design studio of around 12 members was established to support both central and local teams across Europe. The studio was responsible for producing e-commerce marketing assets for eight countries while managing a high volume of daily requests and increased workloads during major commercial campaigns. By optimizing workflows and production processes, the team ensured consistent, premium-quality designs and monitored productivity on a daily basis.

As part of the Design Studio, I created master assets for websites, social media, landing pages, and email campaigns, which were then adapted and deployed by local agencies across Europe.

To maximize campaign visibility, digital assets were featured across key touchpoints on the website. For each major commercial event, a series of visuals was created to promote brands, digital campaigns, collaborations, or the Sephora Collection.

Major commercial events such as Sales, Christmas, and Valentine's Day, as well as digital campaigns and new product or collection launches, were supported by dedicated landing pages.

The landing pages were built using Page Designer, with reusable page templates and modular components to ensure consistency and efficiency. They were designed to be simple to create and easy for Sephora teams across Europe to adapt for their local markets.

Email campaigns played a key role in both customer acquisition and retention. Through promotional offers, exclusive content, and new product launches, they encouraged customers to visit specific pages or products on the Sephora website.

Unlike landing pages, email layouts offered greater creative flexibility. Each email included an introduction, the main content, and a Beauty News section in the footer, which highlighted related products and drove additional engagement. While the content design varied, the header consistently featured Sephora's signature black frame and striped branding.

• NEW IN — new products and collections
• SEPHORA LOVES — featured favorites
• Digital campaigns

To help customers find the right gift, Sephora offered interactive online quizzes that recommended products based on their preferences.

Because existing quizzes varied in both structure and design, I designed a reusable template that could be adapted to different themes. This standardized approach simplified the work of both designers and integrators while ensuring a consistent user experience.

The template was flexible enough to accommodate photography, illustrations, or icons, allowing each quiz to maintain the same structure while featuring unique visuals. This created a familiar experience for users while keeping the content fresh and engaging.

The Sephora app offers access to more than 15,000 beauty products, including makeup, skincare, and fragrances. It also features exclusive promotions, beauty tutorials, and the ability to book appointments with beauty experts.

The home screen highlights the latest campaigns and promotions through a series of swipeable cards, each linking to a product page, a brand page, or a dedicated promotional landing page.

Social media played a key role in Sephora's digital strategy, helping engage customers and strengthen brand awareness. Content promoted exclusive product launches, limited-edition collections, giveaways, influencer collaborations, live events, and new beauty ranges, driving interaction and traffic across digital channels.