sephora rewards program

The challenge was to communicate changes to Sephora’s beloved Beauty Insider program while motivating members to shop more and reach the next tier.

This year, all tier gifts were intangible, an exciting update for customers but a design challenge without a physical object to showcase. My solution was to bring the benefits to life through bold, animated iconography. Using the same icons from the benefits chart, I created a neon inspired system that glows with energy and movement. In email, each icon flickers on and off in a looping gif, creating a feeling of choice and excitement as members explore their rewards.

The neon treatment extended across the campaign, appearing in migration reminder emails and gift delivery moments, giving the refreshed program a cohesive, modern glow that celebrates progress and participation.