Shopping at a cosmetics and skincare store can be so much fun, trying new things and getting advice from the consultants.
But for many neurodiverse consumers, a trip to a brightly lit, crowded retail store can be overstimulating. Features such as loud music, flashing digital screens, strong fragrances and busy checkout lines can create sensory overload, making shopping stressful or even impossible. By reducing these stimuli, retailers can make their stores more accessible while creating a more comfortable environment for everyone.
In that spirit, Sephora, a global beauty retailer that sells cosmetics, skincare, fragrance, and haircare products recently initiated “Quiet Hours” for customers who prefer a less stimulating environment.
According to a recent press release, at designated times, stores will lower music volume, adjust lighting and screens and offer self-service checkout options so that the shopping experience will be more accessible for neurodiverse customers.
The Quite Hours initiative was conceived after consultation with members of the neurodiverse community including representatives from organizations Open Inclusion and Purposeful Futures as well as employee focus groups.
According to Christine Hemphill, of Open Inclusion, “By listening directly to neurodivergent and sensory-sensitive beauty customers across five countries, we uncovered clear opportunities to rethink what more inclusive beauty retail spaces look, sound and feel like. Their experiences shaped the development of Sephora Quiet Hours. This helped create an environment that is more welcoming, accessible and comfortable for many people. It’s a powerful example of how listening to broader perspectives can help ambitious, customer-oriented brands like Sephora design their spaces and service experiences where all consumer needs and considered and included. This is the future of retail.”
Sephora first piloted the initiative in 32 stores in eight markets and found that shoppers and employees welcomed the calmer atmosphere. According to the company, “most of neurodivergent shoppers say Quiet Hours significantly improves their experience and 90% of clients think Quiet Hours makes Sephora stores more inclusive and welcoming for all.”
Though Quiet Hours at Sephora is new, the initiative is in keeping with the brand’s mission: “to create an inclusive beauty shopping experience for all” and “to champion diversity and empowerment across the beauty landscape.”
“At Sephora, we’re driven by our purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty,” said Deborah Yeh, Global Chief Marketing Officer at Sephora. “With Quiet Hours at Sephora, we provide a beautifully calm atmosphere where clients feel welcome, allowing them to shop at their own pace, find and purchase the products they love. Quiet Hours at Sephora is one meaningful step in our ongoing commitment to building more welcoming environments for our employees, consumers, and communities — and we know there is still much more to learn and do. We’re proud of this step forward — and equally committed to continuing to listen, learn, and grow alongside the communities we serve.”
