kemiatsephora

[kemiatsephora]

Sephora, Meet Kemi.

A gif introduction.

Image credit: Malika Favre: http://malikafavre.com/ 

I am a writer who believes that words matter and who is enamored with storytelling in all forms. My first love was a good book to bury my nose in, but my adoration has expanded over the years to include longform essays, magazines, podcasts, YouTube videos and spoken word.

I believe that glitter is a feeling, one that reminds me to not be afraid to shine, to light up others, to take up space and to keep my head held high. With pumps and boots and belts and bows, it’s entirely possible that I single-handedly keep the glitter accessories market alive (#NoShame).

I’ve loved and followed the ins and outs of the beauty world for over a decade now, but it was the grief of my sister’s passing that led me to skincare as self-care. I stumbled upon Korean & Japanese skincare a few years ago and am now a happy 10-step skincare routine devotee who’s always down to nerd out over ingredient formulations and product branding. My favorite ingredient: ceramides, hands down!

While words are at the center of my work, I love projects that afford me the opportunity to also use my visual eye and analytical mind to tell a richer, multi-dimensional story. I’ve never met a whiteboard I didn’t like and one of my favorite holidays is Pi Day.

Women’s empowerment and social change are an important lens through which I view the world. I’ve spent more than a decade growing alongside and learning from other dope changemakers, and I’ve been so moved by the power of people and the courage of community.

I cannot underscore how genuinely excited I am at the thought of joining the Sephora team. I’m so stoked at the thought of contributing in a place like Sephora that is quite literally at the forefront of the beauty revolution, and hope you’ll take a peek around this microsite to learn more about me and take a look at some sample copy. 

Thanks for stopping by! – Kemi Bello

[kemiatsephora]

Why Sephora? Why Marketing?

Sephora represents, to me, a convergence of different sides of myself: the optimist that believes in technology as a tool for empowerment; the analyst that is obsessed with connecting the dots; the artist enamored with the stories that consumers and brands tell about themselves and about each other; and the feminist that believes all women deserve a positive relationship to their beauty - no matter how ultra-minimal or diva glam their preferences.

Image credit: Malika Favre: http://malikafavre.com/

When I first started reading beauty blogs ten years ago, way before the perfectly arched rise of the Instagram eyebrow, I instinctively knew I had my found my people. 

A shy, Texas girl, growing up I began to notice a story unfold on TV and within the glossy pages of magazines I snuck a peek in at the grocery store purporting that, with my dark skin and wooly-textured hair, there was no “I” in beauty. And so my first foray into the beauty blogging world was to search for how to go about getting this so-called beauty that I was missing. What I found instead was a community of women (and men!) who were as passionate about the power of makeup to transform as they were about ingredient sourcing in skincare, innovation in product formulations and ethics around brand sponsorships.

It was through that community that I found my way to Sephora as a Beauty Insider in 2008, a year after the launch of the program. When I saw that your Marketing Department was searching for its next writer, I couldn’t help but jump at the opportunity to combine my passion for writing and my enthusiasm for beauty trends and content into one role at the leading retailer in the industry.

I know it must be challenging to market to beauty consumers who feel too paralyzed by the onslaught of information coming at them (from brands and beauty influencers alike) to even make a purchase decision.

As an in-house communications professional, I’ve worked collaboratively to write, edit and place compelling copy on numerous issues in a variety of print and digital platforms, from USA Today and Forbes to Autostraddle and the Nation. This public relations work, in addition to my background in social change advocacy, has given me a strong ability to use narrative to cut through the noise and tell stories that really matter to audiences.

Over the past decade, I’ve watched the beauty industry evolve alongside the democratization of technology, shifting power away from the monopoly of department store counters and into the hands of beauty consumers who took to online forums like reddit, platforms like YouTube, and sites like Into the Gloss to revolutionize how brands and individuals alike create and consume beauty-related content.

No matter the trend, whether the back-to-earth appeal of green beauty, the chok-chok skin promise of Korean skincare or the budge-proof gamechanger of liquid lipstick, dependable sources of creative and technologically-driven content addressing common beauty concerns are not just encouraged by consumers - they’re expected.

Time and time again, I’ve been impressed by how Sephora has stepped up to meet this demand with leadership and enthusiasm – from the use of Color IQ technology to ease the hassle of foundation matching and the creation of Sephora Accelerates to champion entrepreneurship within the industry to the launch of your R&D Innovation Lab and campaigns like this season’s touching holiday video that celebrates the diversity and inclusion within Sephora’s own cast members.

I’m eager to join an organization like Sephora where I can learn from and contribute solid content to a team of fellow strategy-loving creatives. 

In my experience, beauty is at once a coat of armor and a crown; deeper than any one product alone, it is a power that radiates just beneath the surface to be drawn upon in times of both joy and despair. 

I would be honored to play a role in making those who love the world of beauty and adornment as much as I do feel like they belong, that even in the midst of their complexities as people, they too have community in a company that will champion their needs. Sincerely, Kemi Bello

[kemiatsephora]

Top Shelf: My Sephora Favorites

Prime numbers are the best numbers, so here are 13 of my beauty cabinet heroes and heroines:

1.    Jack Black Lip Balm, Lemon or Mint A former Carmex loyalist, I know the struggle of finding a lip moisturizer that does more than just…sits there. I’ve been through a dozen tubes of Jack Black, at least (at the recommendation of Christina of Temptalia), and it provides lasting moisture and protection no matter the time of day. Borrowed from the boys for the win!

2.    Laneige Lip Sleeping Mask A brand new love, I ignored this for ages because I’d tried their infamous Water Sleeping Mask and was #bitter that it didn’t work for me. Thanks to being open-minded, I’m now #blessed. Life lesson much?

3.    Biossance Squalene + Antioxidant Cleansing Oil In search for an alternative to my old favorite, DHC’s cleansing oil, this Emeryville-based brand (hooray for supporting local businesses!) delivers on multiple counts: great value for the amount of product, lightweight feel, effective yet gentle on the skin and rinses off clean.

4.    Clarisonic Mia2, Cashmere Brush Head Mia and I have been in an on-again, off-again relationship for years and years. When my skin is game for it, she’s certainly good to me and has taught me the valuable lesson on learning to listen to your skin as its needs change over time.

5.    Shiseido Facial Cotton Real talk: I judged the idea of “luxury” cotton pads for the longest – isn’t cotton as simple as they come? And then one day, I caved. Haven’t looked back since and I dare you to try and pry this supple square of greatness out of my well-moisturized paws.

6.    First Aid Beauty Skin Lab Retinol Serum Since retinol is the queen of combatting textured skin like mine, I held off because my skin is sensitive and I’d read too many retinoid/retinol battle weary tales. This product is gentle, geared specifically at beginner retinol users, and doesn’t end in peeling and irritation. Fountain of youth, here I come!

7.    belif Moisturizing Bomb belif is one of my favorite newbie brands at Sephora. This heavier moisturizer has been knighted as the next-to-last layer of goodness in my evening routine, allowing me to usually* wake up with calm, plump skin. *Because life.

8.    Dr. Jart+ Ceramidin Liquid & Cream Ceramides galore. This was the first Korean beauty product I purchased from Sephora while trying to repair my moisture barrier and it holds a special place in my heart.

9.    Lancôme Miracle Cushion I wish Sephora still carried this product (*insert violins playing*). Ahem. As a woman of color, I’ve had to sit on the sidelines for so many foundation trends due to lack of appropriate skintone ranges. Surprisingly, Lancôme delivered on the cushion front, and I believe they’re the only brand that carries cushions this deep in tone (up to 555 Suede C).

10.   NARS Blush, Taj Mahal Before there was the beauty of Fenty’s Trophy Wife, there was Taj Mahal. May you go forth with gilded cheekbones.

11.   RMS Beauty Lip2Cheek, Diabolique Another smaller brand that I’m glad to see made it to Sephora’s shelves! Unlike too many multipurpose products, I actually can and do use this on my lips and cheeks and the coconut oil formula is a dream.

12.    LAVANILA Pure Vanilla Fragrance I’m a sucker for gourmands, especially the delightful duo that is tobacco and vanilla (stares longingly at Tom Ford’s Tobacco Vanille). This was my first “adult” perfume and I buy a new bottle every year – please never stop carrying it!

13.     Ouidad Superfruit Renewal Shampoo My curls start to ugly cry when they’re stressed out with too much product buildup yet they’ve felt TOO stripped while trying out numerous clarifying shampoos. Ouidad’s take provides the gentleness of a cream formula with the effectiveness of clarifying ingredients to leave me and my curls happy and clean.

Have questions? Let’s chat - I can talk product all day long!

[kemiatsephora]

A 3-Step In-Flight Skincare Routine to Soothe Stressful Holiday Travel

The holidays are a prime time for food, fun and friends. With cold winds and dry airplanes however, ‘tis also the season for congested and angry skin. Before your next flight, pop into your neighborhood Sephora to pick up these TSA-approved travel favorites to pamper your skin from the friendly skies!

Image credit: Tim Walker for Sephora, 2014

1.    Take It All Off: Once you’ve hit cruising altitude, make a dash for the lavatory to cleanse your face (wash your hands first!). ---If you’re bare faced or not looking to leave your seat, give your face a once over with a handy cleansing wipe. ---If your highlighter is chiseled sharp enough to see from the tarmac however,    treat your skin to a deeper cleanse at the sink with a gentle foaming wash. ---Finish it off with a generous spritz of a toning mist – be a good neighbor and    do this in the privacy of the lavatory!

2.    Plump It Up: Hydration – inside and out – is your best weapon to combat that drying airplane atmosphere. Back at your seat, in stroking and circular motions, slowly massage in your favorite lightweight serum. Top it off with a sheet mask – and an eye mask to boot for long-haul flights – and lean back for a nice nap.

3.    Seal It In: Once you’re done masking, work in a generous layer of moisturizer and/or face oil. For extra dry skin, throw a dollop of sleeping mask on top! Slather your lips in a soothing balm and smooth on some hand cream – taking special care near your cuticles.

‘Tis the season for plump and soothed skin – shop our travel favorites now.

[kemiatsephora]

Beyond the Shelves: 5 Ways Sephora is Changing the Face of Beauty

“She was beautiful, but not like those girls in the magazines. She was beautiful, for the way she thought. She was beautiful, for the sparkle in her eyes when she talked about something she loved. She was beautiful, for her ability to make other people smile, even if she was sad. No, she wasn't beautiful for something as temporary as her looks. She was beautiful, deep down to her soul. She is beautiful.”

― F. Scott Fitzgerald 

Image credit: Malika Favre: http://malikafavre.com/

1.    Investing in Female Entrepreneurship – Tech isn’t the only industry that’s incubating budding talent. In its second year, with applications open for 2018, Sephora Accelerate is an incubator for female founders leading startups in the beauty industry. The program provides a bootcamp, a seed grant, mentorship and community for women innovating in the beauty sphere from all over the world, and at least one of the startups, LXMI, can now be found on Sephora’s own shelves. 

2.    Ideation, Iteration, Innovation – In the Dogpatch neighborhood of San Francisco, nestled in the heart of Silicon Valley, Sephora’s Innovation Lab is a creative research and experimentation venue that leverages technology to solve clients’ common beauty dilemmas in store, in real time. From a pocket contour app to store-based Beauty Workstations where educational classes are held daily, Sephora’s got its eye on a future that is not only female, but fiercely tech savvy.

3.    Your Cheerleader in Beauty & Life – Whether it’s battling cancer, re-entering the workforce as a veteran, or any number of other transitions, Sephora’s 90-minute Classes for Confidence aim to be a place of refuge, fun and transformation for people facing or overcoming a life challenge. Open to both individuals and community organizations, over 5,000 fearless people have taken these classes to date.

4.    What Do You Stand For? Through the social impact program Sephora Stands, employees can both give back to their communities through volunteering and participating in events like Pride, as well as receive financial support when they themselves fall on hard times.

5.    Championing Real Beauty – It’s easy to forget that, beyond the glitter and gourmand fragrances, Sephora’s workforce is made up of real people, some of them beauty enthusiasts like you and I. Sephora didn’t forget that, however, and cast its own cast members to star in this season’s holiday campaign video. Be warned, the behind-the-scenes footage is likely to make you smile big and cry a little.

[kemiatsephora]

10 Tips from 10 Years as a Sephora Beauty Insider

I know what you’re thinking - are rewards programs even worth it? If you’re a beauty lover, I assure you, Sephora’s got one of the most rewarding insider programs in the business.

Image credit: Malika Favre: http://malikafavre.com/

Created 11 years ago, Sephora’s Beauty Insider program offers free sign-up (just a name & email address), has three levels – Insiders (no purchase required), VIBs (spend at least $350 per year) and Rouge (spend at least $1000 per year), with a reward point gained for every dollar you spend.

As someone who’s been a decade-long Sephora Beauty Insider and spent time at all three levels, here are some tips to get the most out of your membership:

1.    Know Your Perks – from free in-store beauty classes to an annual birthday gift, the Sephora Beauty Insider program is more than just points and has something for every spending level. Made it to Rouge status? Don’t forget you’ve also got access to a private concierge line, a custom consultation and makeover, and invitations to exclusive store events!

2.    Home is Where the Bronzer Is – with over 400 stores in the Americas and 600 Sephora inside of JCPenney locations, you’ve probably got more Sephora stores around you than you think! With different product and beauty class selections by location, it’s worth giving them all a try to see which will take top spot as your personal Sephora HQ.

3.    It’s in the Bag! – the Beauty Bag, that is. Keep track of all of your past purchases and wishlist items to make sure you never forget a product. Accessible on the Sephora website and app, your beauty cabinet is always at the tip of your fingers.

4.    Speedy Shopping, Speedy Shipping – Down to your last drop of foundation with no time to pop into a store? No worries. For just $10 a year, Beauty Insiders and VIBs get 2-day shipping on all online orders. If you’re a VIB rouge, Flash shipping is on the house!

5.    Points Points Points! - Before you hit confirm on your next Sephora.com purchase, head over to the Rewards Bazaar to claim your beauty samples. Whether you’ve got 100 points or 1,000, new rewards every Tuesday & Thursday afford you plenty of options to discover new favorites. If you’re shopping in store, look for available options next to the checkout register. Mega rewards (2,500 points or more) are available and points rollover, so feel free to save those points for an unforgettable gift or experience.

6.    Share Feedback – speaking of your favorite beauty advisor, give them a shout-out for a job well done! Check the bottom of your store receipt for a feedback survey link - you might even win a $250 gift card! 😉 Lost your receipt? Fill out the survey online.

7.    It Only Happens Twice A Year – In the life of a Beauty Insider, December’s got nothing on April and November. In the spring and fall, Sephora has a sale exclusively for its rewards members – usually a flat 15-20% off your entire purchase. Entire YouTube videos and blog posts are devoted to this phenomenon, and with no brand exclusions, it’s no secret why it’s the industry’s most-anticipated opportunity to stock up on rarely discounted products.

8.    #Squad Goals – Do your cheekbones need a fairy godmother to unlock their true potential? There’s probably one floating around a Sephora store in a black and red tunic and expertly flicked eyeliner. The best way to find yourself an expertly trained beauty bestie – just ask! Even if you’re only in store to buy a repeat product, beauty advisors are always on hand to introduce you to a new-to-you brand or demo a great beauty trick. Some of my favorite products have come at the recommendations of Sephora employees I’ve been lucky enough to call my friends over the years!

9.    More Than Makeup – Even if you’re not a fan of color cosmetics, you can still sit with us. Whether it’s niche fragrance brands, products specifically for natural hair, or the newest in Korean skincare, Sephora’s shelves have more to offer than just makeup.

10.   An Actual Feedback Loop – Even the best brands mess up sometimes. During the November 2015 sale, a number of Rouge members were unhappy that, though they received their usual early access to the Beauty Insider sale, their sales only applied to the one weekend. Since then, they’ve reversed course and Rouge members now do enjoy both sales windows. 

Lesson? Sephora listens to its loyal customer base that makes up an impressive 80% of all sales – so don’t be afraid to speak up.

As I look forward to another year of Beauty Insider goodness (happy middle child here as a current VIB), I hope these tips help you to become a Beauty Insider and see, swatch, smell and shop with confidence!