With the facts laid out, Sephora worked on developing a set of criteria and practices that specifically respond to them. “Sephora’s action plan is going to be focused on three core areas of our businesses: marketing and merchandising, retail experience and operations, and talent and inclusive workplaces,” says Yeh. To address racial bias on the sales floor, Sephora will require new training modules for all beauty advisors that “better defines what client engagement should look like and, frankly, what behaviors will not be tolerated,” says Yeh.

A new greeting system across all stores will also be implemented to “ensure a more consistent experience for all store visitors upon entry.” While 81% of retail employees recognize the importance of being able to service diverse shopper needs, the study found that only 27%—fewer than one in three—feel they can actually meet those needs. With more nuanced systems in place, covering things like voice inflections, the company is working to make sure shoppers feel welcomed and valued. 

Another huge shift will be in Sephora’s reducing the presence of in-store third-party security vendors, instead opting to work more with in-house specialists. To monitor progress, the company will make sure improved feedback mechanisms are easily accessible on the site and app, so that purchasers—and just as importantly, nonpurchasers—can share their experiences. 

“As someone who has spent my career working at the intersection of justice and equity, I can say this is a big deal,” says Joshua Dubois, founder of Values Partnerships, a leading social-impact agency that
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