If you had walked by one of Sephora’s nearly 400 U.S. stores in May 2019, you would have seen in the window a large photo of a smiling Black woman accompanied by the slogan: “Color Up Close. Foundation for Everyone, Let’s Find Yours Together.” The displays featured other images of diverse models as well, enticing shoppers of all races into the store.
The campaign hit high streets and shopping malls at a crucial time for the mega-retailer. That month, singer SZA (aka Solána Imani Rowe) had accused employees at the company’s Calabasas, California, location of racially profiling her. Other customers followed up by sharing stories of discrimination on social media, leading Sephora to close all of its stores for an hour of mandatory racial bias training for its 16,000 employees. Then, to further demonstrate its commitment to inclusivity, the company tapped April Reign, the activist behind the #OscarsSoWhite social media campaign, to serve as an adviser and donated millions to racial justice organizations, including the NAACP.
But there was another problem: While the company championed diversity, just 3% of the brands carried in its U.S. stores were Black-owned.
This year, following the national reckoning over racial injustice sparked by the killings of George Floyd, Breonna Taylor, and others, Sephora is determined to do better. When fashion designer and Brother Vellies founder and creative director Aurora James launched the 15 Percent Pledge in May to challenge retailers to commit to carrying more Black-owned brands, Sephora was the first big company to sign on. Now the company is working to live up to this commitment.
هذه القصة مأخوذة من طبعة Winter 2020/2021 من Fast Company.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 8500 مجلة وصحيفة.
بالفعل مشترك ? تسجيل الدخول
هذه القصة مأخوذة من طبعة Winter 2020/2021 من Fast Company.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 8500 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
The World's 50 Most Innovative Companies - CAMPUS
FOR CREATING A NATIONAL ONLINE COMMUNITY COLLEGE
The World's 50 Most Innovative Companies - SOL DE JANEIRO
FOR DROPPING NEW FRAGRANCES AT AN INTOXICATING PACE
The World's 50 Most Innovative Companies - VANTA
FOR OFFER ING STARTUPS TOOLS TO TRUST BUT VERIFYIN THE AGE OF AI
The World's 50 Most Innovative Companies - PERPLEXITY
FOR LOCATING THE ANSWER TO THE PERENNIAL PROBLEMS OF WEB SEARCH
The World's 50 Most Innovative Companies - THE POWER BROKER
ITS CHIPS SPARKED THE AI REVOLUTION. NOW NVIDIA IS PUTTING THE TECH TO WORK ACROSS INDUSTRIES.
The World's 50 Most Innovative Companies - NATIONAL WOMEN'S SOCCER LEAGUE
FOR RESETTING THE VALUE OF WOMEN'S SPORTS
08 FOR WHOM THE BELL TOLLS
WITH A NEW CEO BEHIND THE COUNTER. TACO BELL IS FOLLOWING A FRESH STRATEGY FOR GLOBAL CULTURAL DOMINATION. ONE TACO TUESDAY AT A TIME.
Reimagining the ways we work and meet
As business leaders rethink their real estate footprint, they're embracing smaller, high-quality, amenity-rich spaces that are more focused on human connection.” In other words, Convene.
10 Trend
From the Most Innovative Companies | Plus 606 Honorees From Advertising to Video
The World's 50 Most Innovative Companies
"The 1920s, water went into a generator, and DC Power came out. Now electrons go into a generator, and intelligence comes out."