Ssssssh... Why we're loving Sephora's Quiet Hours
We’ve never been fans of shopping in stores pounding with loud music, where strip lights blazed. And as the years have gone by, that's grown into active dislike. (Jo literally feels panicky and on sensory overload in department stores, and avoids them wherever possible.)
So Sephora’s Quiet Hours Pilot Project is music to our ears – only NOT. It began a couple of weeks ago, and will run till 26th July, in selected stores. If it’s a success, Sephora – the first beauty retailer to pilot this idea worldwide – should be extending the scheme.
As they put it: ‘This initiative is part of Sephora’s ongoing commitment to creating a more inclusive and welcoming shopping experience for all their customers, particularly those who may benefit from a calmer and less sensory-stimulating environment.’ In other words: us. (And probably you, we’ve a hunch, if we know our Beauty Bible readers.) Over the 12-week period, we’re told that Sephora will 'gather feedback from the store teams and our consumers and tweak the programme as necessary to ensure we are meeting the demand in the best way possible. '
Here are the steps that the store is taking, where they can, to make their environment more welcoming and inclusive.
• Dimming lights where possible
• Lowering or turning off music
• Minimising the static digital screens in-store
• Encouraging a calmer store environment
Participating stores are Westfield White City, Birmingham, and Trafford, and the Quiet Hours are every every Tuesday and Thursday 10 a.m. – 12 p.m. (so, only a couple of hours – but very much better than nothing!)
Shout this from the rooftops, to everyone you know who might appreciate this. (If that isn’t against the spirit of Quiet Hours!)
