How Sephora Prioritized Passion—And Built A World-Class Ambassador Program In The Process

December 14, 2021
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Last updated on
December 14, 2021

Featured Statistics

  • 72 final 2021 #SephoraSquad members, 79% of whom are BIPOC

Basics

In 2019, Sephora set out to cultivate a welcoming and inclusive community to celebrate diverse voices in beauty who are also representative of the Sephora beauty community. Sephora enlisted Fohr to help create a one-of-a-kind influencer program to inspire authentic creators with an unmatched passion for Sephora and bring this vision to life. Together Sephora and Fohr have developed a program that has become synonymous with best-in-class influencer marketing. 

Launched in 2019, the #SephoraSquad program offers year-long paid influencer partnerships and is designed to amplify and mentor Sephora employees and beauty lovers of all races, ethnicities, religions, ages, body types, sexual orientations, following sizes, and experience levels. The unique annual application and testimonial process were crucial factors when selecting final Squad members, as authenticity is imperative. Fohr’s proprietary technology has allowed Sephora to verify influencer reach and vet thousands of applications at scale.

From its inception, Fohr has supported Sephora in all aspects of the #SephoraSquad program, from the application microsite launch and evaluation process to day-to-day Squad program and campaign management. 

The #SephoraSquad program has grown from 27 to 72 individuals in just three years. You can view the 2021 #SephoraSquad members on the microsite: www.SephoraSquad.com.

Challenges

As the program has continued to grow in size and awareness and social platforms have evolved, Sephora has utilized Fohr’s bespoke technology to evaluate, authenticate and approve thousands of applicants quickly to ensure authenticity, engagement, and brand standards are upheld throughout the selection process. They aimed to reach people who genuinely were passionate about and wanted to work with Sephora and who would drive meaningful relationships for the entire year. 

In addition to supporting #SephoraSquad application microsite development and launch efforts, Fohr introduced proprietary technology solutions in 2021 to more easily identify elements of authenticity when evaluating applicants for the program, such as verified reach. Applicants were also asked to gather testimonials and nominations from their followers to validate their ability to connect and drive engagement with their audiences and passion for beauty and Sephora.

Results

Sephora’s partnership with Fohr led to elevated outcomes — making strides to cultivate and foster diversity.  

In March 2021, applications opened for the third year of the #SephoraSquad program, welcoming all beauty enthusiasts, creators, and Sephora employees to apply, regardless of their following size or experience level. Fohr and Sephora set out to reach new underrepresented voices in the beauty space. With Fohr’s platform outreach and influencer verification and vetting tools, Sephora welcomed 72 passionate individuals of all following sizes to the 2021 #SephoraSquad program, 79% of whom are BIPOC.

Overall, Fohr’s close work with Sephora allowed them to recruit ambassadors at scale and partner with a passionate and inclusive group of beauty lovers who embody Sephora’s core values and represent our clients. Watch the Squad’s acceptance video here and learn what true passion for a brand looks like. 

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