Sephora just broke new ground in the beauty industry, becoming the first beauty retailer to launch sensory-friendly shopping hours at a global scale.
During the newly announced “Quiet Hours,” Sephora locations will lower the volume of the music that’s playing in-store, adjust screens, and minimize strong scents. Avoiding these sensory triggers aims to make shopping more accessible for neurodivergent customers, including shoppers with autism and attention-deficit/hyperactivity disorder (ADHD). Sephora has not yet announced a specific schedule for these hours.
With the initiative, Sephora is continuing a trend started by Walmart and picked up by brands across the retail, restaurant, and entertainment industries, making space for neurodivergent customers to have a shopping experience catered to their needs.
Making a difference for neurodivergent shoppers
Sephora tested its Quiet Hours with a pilot program at 32 stores across eight markets, with resoundingly positive feedback from shoppers and employees alike. The majority of neurodivergent customers said that having Quiet Hours “significantly improves” their shopping experience at Sephora.
Deborah Yeh, Sephora’s global chief marketing officer, shared in a press release that the initiative furthers the brand’s purpose “to champion a world of inspiration and inclusion where everyone can celebrate their beauty.”
She continued: “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.”
Though Quiet Hours are designed with neurodivergent customers in mind, other patrons also appreciate the move. According to Sephora, 90% of clients think the designated hours make its stores “more inclusive and welcoming for all.”