The brief was simple: "Create a best in class influencer management program with experiences that create Sephora love, reinforce the role Sephora plays in beauty, and make participants feel special for being chosen."
Armed with Sephora’s global purpose to create a welcoming beauty shopping experience and inspire fearlessness in their community, the Fohr team embarked on a mission to discover talent with an unmatched authentic passion for Sephora.
The Sephora team needed bespoke technology to evaluate, vet, authenticate and approve thousands of applicants quickly. They aimed to reach people who genuinely were passionate about and wanted to work with Sephora while honing in on individuals who would drive meaningful relationships for the full year.
We needed to find a way of activating at scale without sacrificing quality. We had to drive measurable brand awareness and high-volume sales simultaneously, while supporting 50+ brands sold at Sephora, with a diverse group of beauty lovers who would commit to being exclusive to the brand.
With all of these goals in mind, the team set out to use both custom technology built by Fohr and expert strategy to build a one-of-a-kind-industry-changing ambassador program.
The program's unique approach to recruiting talent relies on Fohr's proprietary technology that both verifies influencer reach and allows the Fohr team to vet thousands of applications at scale. Applicants were asked to gather Testimonials from their followers to validate their influence, brand loyalty, and genuine capacity to handle a coveted role in the Sephora Squad.
The partnership helps Sephora find influencers who have been traditionally underrepresented in the beauty space, and who also represent their their brand values of inclusivity, individuality, positivity, and belonging.
First launched in 2019, the Sephora Squad became immediately synonymous with best-in-class influencer marketing — a program befitting the global prestige retailer. The Sephora Squad is an ambassador program that has proven the power of community when there’s brand commitment and investment. Sephora organically tapped into the beauty community they serve in a way that no other program has been able to.
From its inception, Sephora has partnered with Fohr to support their community, program, and tech management, utilizing Fohr’s SaaS product and a custom-built application vetting tool to find influencers with real brand love (AMP) for Sephora.
Sephora’s customers love the Squad. They want to be in the Squad and/or they want to see their favorite creators in it. For those who join the ranks of this prestigious program, it’s a life-changing experience that launches careers, nurtures a strong network of empathetic peers, and provides an institutional support system.
For the last five years, Sephora and Fohr’s partnership set the standard with a best-in-class ambassador and influencer marketing program, known by anyone with an interest in prestige beauty, fearless creatives, or wildly curious experimenters as Sephora Squad.
The Sephora Squad has evolved beyond just a beauty ambassador program - it has established itself as an institution.