The concept involves lowering the volume of background music and adjusting digital screens during specific times to create an environment with fewer distractions. The initiative was developed in consultation with employee groups and organizations such as Open Inclusion and Purposeful Futures, based on the needs of neurodivergent individuals.
The aim is to facilitate customers who may have difficulty with busy store environments, but the adaptation is aimed at everyone who prefers a calmer shopping environment. According to Sephora's own evaluation of the pilot project, 90 percent of customers stated that the initiative made the stores more inclusive.
Deborah Yeh, Global Chief Marketing Officer at Sephora, comments on the launch:
With Quiet Hours at Sephora, we are offering a calm atmosphere where customers feel welcome, allowing them to shop at their own pace, find and purchase the products they love.
The work to adapt the store environment is seen by those involved as a step towards a changed standard within retail.
By listening directly to neurodivergent and sensory-sensitive beauty customers in five countries, we discovered clear opportunities to rethink what more inclusive store environments look, sound and feel like,” says Christine Hemphill from Open Inclusion.
Store staff have also participated in the evaluation of the project. A store employee in France states that the adaptations simplify work and meeting customers:
I have observed that lowered music, adjusted lighting and the offer of mobile checkout options really make a difference for customers who prefer a calmer atmosphere. These small adjustments not only support neurodivergent customers but also increase comfort for everyone.
The initiative is now being rolled out continuously in all regions where Sephora operates physical retail.