Sephora drives in-store traffic with a high-impact Lyft campaign during Prime Week

Every year, Prime Week brings a spike of online traffic to Amazon.com, punctuating a decades-long trend where one in three Americans shops primarily online today. In July 2025, Sephora and Lyft wanted to demonstrate the value that in-store experiences can bring. The goal was to intercept Prime Day with an offer that would remind consumers what makes Sephora special: the ability to experiment with new products themselves, personalized shopping guidance from beauty advisers, and exclusive in-store services that can't be replicated online.

Sephora and Lyft teamed up to intercept Prime Week with their own compelling offer: a $20 off coupon on Lyft rides to Sephora stores, giving shoppers access to exclusive products, discounts, and guidance from beauty advisers in-store. The promotion was designed to cut through the digital noise and bring customers directly to Sephora's physical locations during a week typically dominated by online shopping.

The promotion was amplified through a multi-channel strategy that included a 24-hour national takeover of the Lyft app, a custom map integration, and targeted in-app video ads. To bring the campaign to life on the streets, vehicles were wrapped in Sephora's iconic branding, with some featuring custom 3D shopping bag toppers, creating a high-impact, can't-miss OOH presence.

The campaign successfully captured consumer attention and drove significant in-store traffic, with Prime Week bringing about a 4x surge in rides to Sephora compared to normal values.

The results also revealed Sephora's broader strength in physical retail. Roughly 60% of rides to Sephora are from first-time customers—25% more than the average for stores of comparable size and audience. As of 2025, there are 30% more rides to Sephora than there were in the pre-pandemic high of 2019, demonstrating continued growth in foot traffic even as other retailers close stores.

The campaign validated Sephora's investment in the in-store experience. While Macy's, GameStop, and Foot Locker shutter stores across the country, Sephora is bucking that trend—the next five years will see a $1 billion redesign for Sephora stores, doubling down on what makes brick-and-mortar valuable for beauty shoppers.