When Sephora launched Beauty Insider in 2007, it was first of its kind. Not a credit card program, not a discount program, but a breakthrough loyalty proposition founded on the premise that what clients really love is product. When Beauty Insider refreshed their program with a new look, new benefits, and a new membership tier, VIB Rouge, for their highest level of clients, they came to us to help them with the launch.
Rather than send out a standard press kit, Sephora wanted to do something unique to announce the Beauty Insider re-launch and to invite top national fashion editors to VIB Rouge. Since these editors are bombarded with press kits everyday, Sephora approached us to help develop something that would really stand out. Because we were welcoming these editors into the new membership tier, we thought it would be fun to turn the press kit into a giant invitation.
The press kit made Dieline's Top 100 list that year.