The period surrounding Amazon Prime Day has become a major shopping event that extends beyond Amazon, with other retailers launching competing sales to capitalize on the momentum. This year, Prime Day will run for four days—from July 8 to July 11—marking the first time the event has been extended to this length. Amid Amazon’s effort to drive digital sales and dominate the online marketplace, Sephora is encouraging consumers to log off and head in-store with its latest campaign.
Just ahead of Prime Week, the beauty retailer announced the launch of its first-ever “Delivered to Beauty” activation in partnership with Lyft Media. From July 7–10, Sephora is offering $20 in Lyft ride credits to bring beauty shoppers in New York City, Los Angeles, San Francisco, Chicago, and Seattle to a participating store location. Select Lyft vehicles will be custom wrapped with Sephora branding, turning the ride itself into a memorable, on-brand experience.
“We know that people today highly value in-person experiences when they’re shopping for prestige beauty. They’re looking for human connection and an expert-guided shopping journey, unique to their needs and goals. They want to discover something new, stay up to date on the latest products and trends, and most importantly, have fun with beauty,” said Zena Arnold, Chief Marketing Officer, Sephora US, in a press release. “This exciting partnership with Lyft—and our campaign at-large—celebrates the magic of the Sephora shopping experience, unlike any other, and all that our shoppers have come to know, love, and expect from us.”
As part of the “Delivered to Beauty” experience, customers will receive expert guidance, a personalized skin scan, exclusive product samples, and a $10 discount on any in-store purchase of $50 or more. While Amazon works to keep shoppers online, Sephora is doubling down on the power of in-person retail by literally delivering consumers to its doors. Rather than relying on consumers to click “add to cart,” the beauty retailer is betting that once shoppers are inside, browsing the aisles and engaging with the products firsthand, they’ll be more inclined to fill their baskets. The strategy taps into a still-powerful channel: nearly 80% of all US retail purchases continue to take place in brick-and-mortar stores.
“At Lyft, we want to connect people with the places they love, and our partnership with Sephora really leans into that,” said Suzie Reider, Executive Vice President of Lyft Media and Business, in a press release. “It's a natural collaboration: a rider steps out of their Lyft, transported by a driver who knows their way around their communities, and enters Sephora's best-in-class shopping experience that offers expert guidance too.”
In 2024, Prime Day took place over just two days (July 16–17) and generated a record-breaking $14.2 billion in sales, with $7.2 billion spent on the first day alone. A recent Bank of America report estimates that this year's 96-hour Prime Day event could bring in over $21 billion in sales, solidifying its status as one of the year's most significant shopping events.
