Prestige beauty products are almost never discounted, which makes for the success of Sephora’s loyalty program. The brand hosted a sale in April called “A Love Note” event with different discounts and shopping periods for its three tiers. Beauty Insider members received a 10% discount over four days while the higher tier members of VIB received a 15% discount over six days. Members of the highest tier VIB Rouge received a 15% discount over ten days, in addition to privately shop Sephora before opening hours.
Sephora was able to target promotion of the sale. Working with Facebook to match emails in its database with users, it was able to promote the correct discount and time-period to each individual member.