Bringing the Sephora brand into the next evolution of its widely recognizable identity meant adding personality and depth to the customers’ purchasing experience.  Making the experience, rather than the product, the salient motive that keeps the Sephora consumer coming back increases consumer loyalty, and builds lifestyle advocates.  The in-store atmosphere engages the consumer and becomes easily adaptable as part of the consumer’s own identity.  The concept used to create a working framework for this personality is “Old Hollywood meets Modem-Moderna.”