sephora rewards program

The challenge was to explain to our customer the changes in the coveted Beauty Insider program while encouraging her to shop more to ‘level up’ to the next tier.

This year all the gifts were intangible, and even though she has more choice (which is a huge factor) not having an object to showcase provided a design challenge.

My solve was to use icons (also showcased in the benefits chart) to depict each choice. By using a neon effect, we’re hoping it provides excitement in her inbox, and using a gif to turn each choice and on off, will elicit the feeling of choice.

The first time she’ll see this in her inbox when she’s close to migrating, and the neon treatment will follow through the campaign on reminder e-mails as well as when her gift is delivered.