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Marketing That Moved Us: Sephora Hitches a Ride with Lyft
See how Sephora used a smart partnership with Lyft to drive real-world traffic and what direct mail marketers can learn from it. Read the blog here.
Sephora vs. Prime Day -- A Smart Lesson in Driving Instore Traffic
When most brands leaned into discounts during Amazon Prime Day, Sephora took a different approach. Instead of competing online, Sephora partnered with Lyft to drive customers into physical stores, literally.
The Delivered to Beauty promotion ran July 7–10, 2025, offering shoppers in Los Angeles, New York, San Francisco, Chicago, and Seattle a $20 Lyft ride credit to visit a Sephora location. Select Lyft vehicles were wrapped in Sephora branding, and once inside, customers received a free skin scan, exclusive product samples, and $10 off purchases over $50.
The Results
While Sephora didn’t release sales figures, Lyft reported that rides to Sephora stores quadrupled during the four-day promotion. The campaign also generated earned media coverage from Forbes, Parade, and Business Wire, extending its reach well beyond paid channels.
Why This Worked and Why It Matters for Direct Mail
Sephora’s strategy reinforces something direct mail marketers know well: physical experiences still matter. The brand has long used personalized direct mail brochures, event invitations, and targeted offers to bring customers into stores. The Lyft partnership amplified that same goal by removing friction and making the trip itself part of the experience.
The campaign also tapped into what Sephora does best: expert, in-store guidance and human connection. According to Lyft, 60% of rides to Sephora are from first-time customers, and overall rides are up 30% compared to 2019, proving brick-and-mortar is far from obsolete.
Key Takeaway for Marketers
In a digital-first world, Sephora proved that integrated, offline-driven strategies still win. For direct mail marketers, the lesson is clear: when mail, experiential marketing, and smart partnerships work together, they don’t just drive traffic they create memorable brand moments that bring customers back.