NEW YORK (AP) – Beauty distributor Sephora said on Wednesday it would increase the number of brands owned by blacks, return to third-party security agencies and provide more inclusive marketing as part of a plan to combat racial prejudice in stores. its.
The company unveiled its plan as it released the findings of a study it commissioned, which examined in depth the racial biases in the US retail shopping experience.
The study, based on a combination of employee and buyer surveys and academic research, began in the fall of 2019 and ended in late 2020. It found that two out of five U.S. retailers have personally experienced unfair treatment based on their race or skin. tone. He also found that black buyers are more likely than white buyers to receive unfair treatment depending on skin color.
The issue of racial prejudice has become more important to companies as a result of national protests over police brutality last summer after George Floyd’s death in Minneapolis.
As part of the plan, Sephora, a division of LVMH Moët Hennessy Louis Vuitton SE, plans to double the range of brands owned by blacks to 16 by the end of the year. It will also include and promote brands owned by blacks through a dedicated tab on the Sephora website. It also intends to launch a new welcome system for shoppers in all stores to ensure a more consistent experience.
Among other changes: Sephora will also reduce the presence of third-party security officers at the 500 US stores and use more in-house specialists as a way to minimize buyers’ concerns about the police.
“We know we are in a strong position to influence the positive changes in the retail industry and society in general, and it is our responsibility to step up,” said Jean-Andre Rougeot, President and CEO of Sephora Americas, in a statement.