Sephora Launches Private Brand Beauty at Sea’

In a first-of-its-kind partnership, Sephora has joined with Starboard Cruise Services, an LVMH sister company, to retail Sephora’s private brand, Sephora Collection on a selection of ships. 

Offered in the ship’s beauty shop, the Sephora Collection features makeup options for lips, eyes and face, including beauty tools, brushes and skincare products. The collection is available in a stand-alone, branded gondola that encourages cruise ship guests to try, test, and play. Sephora’s open-sell environment complements Starboard’s retail experience, “known for engaging, specially trained beauty experts who encourage discovery and assist guests with personalized consultations and makeovers.”

“We are extremely pleased to welcome Sephora, a global beauty industry leader, and look forward to providing guests with even more beautiful possibilities onboard,” stated Lisa Bauer, Starboard president and CEO. “As an LVMH company, Starboard provides our cruise line partners with unique opportunities that are not available with any other cruise retailer.”

Sephora Collection’s CEO, Samantha Etienne, said, “The Sephora Collection is available to consumers onboard cruise ships for the first time; it’s a relationship that could have only happened with Starboard.”

Previous articleWinning in Center Store – How Retailers Prioritize for Success
Next articleKroger’s Top Five Trends for 2020
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.