Strategic-Style Memo

Sephora

To: Boss/Client
From: Lucy Van
Subject: Strategic Overview of Sephora's AI Hair Care Advisor Information Kit
December 1, 2023

The purpose of this memo is to outline a communication strategy for the launch of the Sephora
AI Hair Care Advisor. The goal is to create anticipation, announce the release, and engage with
Sephora's diverse audience, establishing the brand as a leader in beauty technology. More
desired outcomes include generating positive media coverage, highlighting Sephora’s
customer-centricity– ultimately boosting sales with personalized beauty solutions.

The overarching strategy is to leverage the convergence of technology and beauty to create a
compelling narrative that resonates with audiences of both tech-savvy consumers and beauty
enthusiasts, such as existing Sephora consumers. This will be achieved through an approach
that includes traditional and digital media. Proposed tactics include:
- A press release to announce the launch of the AI Hair Care Advisor. This will reach
media outlets, journalists, and the general public with distribution through targeted media
lists and published on Sephora's press section.
- A fact sheet that provides in-depth information on the AI Hair Care Advisor. This will be
shared directly with media partners and included in press kits– possibly available for
download on Sephora's online press room.
- A FAQ to address common questions and concerns about the AI Hair Care
Advisor–prioritizing clarity and transparency–which will be included in the press kit,
posted on Sephora's website and app.
- A pitch letter that will be personalized outreach to journalists for exclusive stories
through outlets such as Allure, Vogue, etc. These will be sent individually to key contacts
via email, highlighting the unique aspects of the AI Hair Care Advisor and offering
interview opportunities.
- A bio on Senior Vice President & Chief Information Officer at Sephora, Vlad Kuznetsov,
to highlight the expertise behind the AI Hair Care Advisor. This will target those
interested in the project's human element and demonstrate the team’s expertise. It will
be included in press kits and on Sephora's website.

Additional Materials for a complete kit could also included:

- Interactive product demo video to showcase the AI Hair Care Advisor in action. It also
can be shared on social media platforms, to attract followers and potential customers.
- Infographics of key features and benefits for visual learners.
- Customer testimonials to provide another written section that builds trust and credibility
to potential customers.
 - Behind-the-scenes content: Exclusive photos or videos from the development phase,
further emphasizing Sephora's transparency and qualified process.

This strategy aims to create a comprehensive narrative, from announcement to post-launch

engagement, ensuring a sustained and positive presence for Sephora in the beauty tech
landscape. By aligning the Information Kit components with Sephora's overall public relations
goals, we aim to create a narrative that ensures broad coverage and engagement, contributing
to the success of the AI Hair Care Advisor launch. Regarding monitoring, we will utilize analytics
tools to track engagement, website traffic, and media coverage. There can be adjustment to the
distribution strategies based on real-time feedback and performance metrics.

The strategic approach outlined for the launch of Sephora's AI Hair Care Advisor Information Kit
is crafted to bring tangible value to the organization. This initiative is viable since it taps into
current market trends, creating a narrative that is not only relevant but also intriguing for our
target audience. The distribution plan has precise targeting of key stakeholders in place to align
with their evolving needs. All in all, this strategy is not just a launch—it's a move that aligns with
Sephora's long-term goals.

Should you have any questions or require further clarification, please feel free to reach out. Your
input on refining or expanding these proposed tasks is welcomed.

Sincerely,
Lucy Van

This document is a school project. There is no affiliation with any company, organization, people, products,
services or other things mentioned in this project.
 Lucy Van

NEWS RELEASE
For Immediate Release

Media Contact:
Lucy Van
(303)-269-1753
lucyvan@usc.edu

The Future of Beauty is Here: Sephora Introduces the AI Hair Care Advisor
Changing the Shopping Experience with Expert Recommendations at Your Fingertips

SAN FRANCISCO (December 15, 2023)—Sephora, the renowned beauty retailer, proudly introduced the
Sephora AI Hair Care Advisor, set to revolutionize the beauty industry and provide customers with
personalized hair care recommendations. Scheduled for implementation in the first quarter of 2024,
Sephora will introduce the AI Hair Care Advisor on its website and mobile app in January 2024. Sephora
values the customer experience, both online and in-store by blending technology with beauty expertise. In
addition to the online platform, the AI Hair Care Advisor will also be seamlessly integrated into Sephora's
in-store locations.

The introduction of the AI Hair Care Advisor will streamline the product selection process, providing an
efficient and tailored approach to cater to individual hair care needs. Sephora's AI Hair Care Advisor
leverages advanced artificial intelligence and machine learning technologies to transform the customer's
hair care journey into a personalized experience. By analyzing hair type, texture, and specific
preferences, this innovative tool generates tailored product recommendations to meet each customer's
unique hair care needs. This reshapes the way customers choose hair care products and elevates their
shopping experience.

How It Works:
● Hair Type Analysis: Users answer a brief questionnaire that covers hair texture, concerns, and
hair care goals.
● Product Recommendations: Based on the user's profile, the AI Advisor matches it with a vast
database of hair care products, including shampoos, conditioners, serums, and styling products.
It will also consider any specific hair issues the user wants to address, such as frizz, breakage, or
color protection.
● Expert Advice: For those seeking professional guidance, the AI Advisor includes a virtual
assistant providing expert advice on hair care routines and product usage.

“We can't wait to see our customers light up as they experience the power of personalized beauty with
this launch,” said Corey Yribarren, Executive Vice President and Chief People Officer, at Sephora.
“Bringing the AI Hair Care Advisor to our customers is truly a milestone in our journey. It's not just about
technology; it's about making every customer feel like they have a beauty expert right at their side,
guiding them to their best hair ever. Whether you're in our stores or on our app, we're here to make your
beauty journey extraordinary.”

Sephora's AI Hair Care Advisor employs a sophisticated algorithm to assess the customer's hair type,
considering factors such as texture, moisture levels, and individual hair care goals. Through a brief
 Lucy Van

questionnaire, users answer key questions about their hair, allowing the AI Advisor to generate tailored
product recommendations and more.

Customers visiting physical retail stores will have access to interactive AI kiosks, where they can
experience the same level of personalized recommendations as they would on the mobile app. Whether
one favors the in-store experience or finds convenience through a mobile device, Sephora's AI Hair Care
Advisor will be readily accessible.

This new initiative is part of the company's dedication to being a tech-forward, customer-centric brand,
strengthening customer relationships, and enhancing the overall shopping experience for beauty
enthusiasts. Sephora invites both tech-savvy consumers and beauty lovers to embrace this addition to
their beauty shopping routine, anticipating the benefits it will bring to users.

About Sephora Americas

Since its debut in North America 25 years ago, Sephora has been a leader in prestige omni-retail with the
mission of creating an inviting beauty shopping experience and inspiring fearlessness in our community.
With the goal of delivering unbiased shopping support and a personalized experience, Sephora invites
clients to discover thousands of products from more than 360 carefully curated brands, explore online and
through our mobile app, enjoy services at the Beauty Studio and engage with expertly trained Beauty
Advisors in more than 600 stores across the Americas. And with its new long-term retail strategic
partnership, clients can now shop Sephora at Kohl's, a fully immersive, premium beauty destination, with
over 600 locations nationwide and 850 locations by 2023. Clients can access the free-to-join Beauty
Insider program and digital community, which together enhance the experience of Sephora's passionate
clients.

Sephora has been an industry-leading champion of diversity, inclusivity, and empowerment, guided by our
longstanding company values. In 2019, Sephora announced a new tagline and manifesto, "We Belong to
Something Beautiful," to reinforce its dedication to fostering belonging amongst all clients and employees
and to publicly strive for a more inclusive vision for retail in the Americas. Sephora continues to give back
to our communities and advance inclusion in our industry through its social impact and equity
programming, called the Sephora D&I Heart Journey.

For more information, visit: https://www.sephora.com/about-us and @Sephora on social media. For media
inquiries, previous press releases, view media kit, and more, please visit our Sephora Newsroom or email
ExternalComms@Sephora.com.

###

This document is a school project. There is no affiliation with any company, organization, people, products,
services or other things mentioned in this project.
Pitch for Vogue Business innovative retail reporter Maghan McDowell:
PITCH: Unveiling the Future of Beauty - Sephora's New AI Hair Care Advisor Launch

Hi Maghan,

I hope this email finds you well. I have read a variety of your pieces about technology in the retail space such as
your articles on the impact of AI/AR in fashion and beauty trends. I'm engaged by your ability to bring awareness to
what’s driving the future of beauty through words while keeping technology insights digestible. In alignment with
your work, I wanted to share with you details on Sephora’s newest launch, the AI Hair Care Advisor which I believe
you could best report on.

I’d like to bring your attention to a groundbreaking development in the beauty industry. Sephora has launched its AI
Hair Care Advisor, a technology adding to the development of personalized beauty experiences. As you know, the
intersection of technology and beauty is an increasingly influential trend, and Sephora's commitment to this
implementation positions them as a leader in the industry.

The advisor that is available in-store, on the sephora app and website leverages advanced AI algorithms to deliver
hair care recommendations, catering to individual hair types, textures and preferences. Consumers can purchase
these products to incorporate into their expertly guided tailored routine! Covering the launch of the Sephora AI Hair
Care Advisor would not only spotlight the brand's innovative concepts but also contribute to Vogue Business's
narrative on the transformative power of technology in retail.

I am confident that this story will captivate your audience and provide readers with valuable insights into the future
of beauty retail. If you find this concept intriguing and would like more information, we'd be delighted to provide
further details. We can also arrange interviews with executives and key figures involved in this project such as the
Chief Information Officer at Sephora, Vlad Kuznetsov who was instrumental in the technological development.

Thank you for your time and consideration. Please let us know if you'd like to explore this further or have specific
questions. We'd be thrilled to work with you to share this forward-thinking initiative. For more information you can
visit our website here or read through some frequently asked questions here.

Warm regards,
Lucy Van

This document is a school project. There is no affiliation with any company, organization, people, products, services
or other things mentioned in this project.
\
 Lucy Van

Frequently Asked Questions

Q: What is Sephora's AI Hair Care Advisor, and how does it work?

A: Sephora's AI Hair Care Advisor utilizes artificial intelligence to analyze individual hair types,
textures, and preferences. It works by collecting data on your hair characteristics, such as type
and texture, and then provides personalized product recommendations based on this analysis.

Q: Who is the AI Hair Care Advisor designed for?

A: The AI Hair Care Advisor is designed for everyone, embracing the diversity of hair types and
textures. Sephora is committed to inclusivity, ensuring that individuals of all backgrounds and
preferences find tailored recommendations to enhance their unique beauty.

Q: Can the AI Hair Care Advisor adapt its recommendations over time?
A: Absolutely. One of the standout features of the AI Hair Care Advisor is its adaptive learning
capability. It continuously refines its suggestions based on user feedback and preferences. As
you interact with the AI, it learns more about your preferences, allowing it to offer increasingly
accurate and personalized recommendations over time.

Q: Is the AI Hair Care Advisor user-friendly?

A: Yes, it is designed with a user-friendly interface to make the hair care journey seamless. The
intuitive design simplifies product selection, and users can easily interact with the AI through a
chat feature. The goal is to provide a straightforward and accessible experience for all
customers.

Q: Can I get real-time assistance from the AI Hair Care Advisor?

A: Yes! The AI Hair Care Advisor offers real-time assistance, addressing your questions and
concerns. Through live chat, users can receive immediate expertise and AI-driven guidance
from virtual assistants.

Q: Does the AI Hair Care Advisor suggest compatible products for a complete hair care
routine?
A: Yes, it does. In addition to recommending individual products, the AI Hair Care Advisor
ensures compatibility by suggesting product combinations that work harmoniously to achieve
desired results. This integrated approach simplifies the process of creating your ideal and
comprehensive haircare routine.

Q: How does the AI Hair Care Advisor make decisions about product recommendations?
A: The decision-making process involves data collection, analysis through advanced algorithms,
and a feedback loop. The AI collects user input, analyzes the data to identify patterns and
learns from user feedback to continuously improve its recommendations. This process ensures
accurate and evolving personalized suggestions.

Q: How accurate are the recommendations from the AI Hair Care Advisor?
A: Accuracy of recommendations is a priority. The AI Hair Care Advisor is designed to provide
precise and effective suggestions based on the data it collects and the continuous learning from
user interactions.

Q: Can I provide feedback on the AI Hair Care Advisor's recommendations?

A: Yes, feedback is encouraged. Users can provide feedback on the product recommendations,
allowing the AI Hair Care Advisor to refine its suggestions for future interactions. Your input
plays a crucial role in improving the personalized recommendation process.

Q: Is the AI Hair Care Advisor updated with new insights or data?

A: The AI Hair Care Advisor is frequently updated based on new insights, data, evolving trends
in the beauty industry and new product offerings, reflecting Sephora's commitment to
innovation.

Q: Is my personal information secure when using the AI Hair Care Advisor?

A: Yes, Sephora takes user privacy seriously. The AI Hair Care Advisor adheres to strict privacy
standards, and your personal information is encrypted and protected. Sephora's commitment to
data security ensures a safe and secure experience.

Q: Does the AI Hair Care Advisor consider specific haircare goals, like promoting hair
growth or enhancing shine?
A: Yes, the AI Hair Care Advisor goes beyond addressing immediate concerns. It considers
long-term goals, such as promoting hair growth or enhancing shine, to provide
recommendations that align with desired outcomes for all hair types.

Q: Is the AI Hair Care Advisor accessible on different devices, such as smartphones and
tablets?
A: Yes, the AI Hair Care Advisor is designed for accessibility. Alongside in-store consultations at
a kiosk, you can also access it on various devices. This includes smartphones and tablets
through the Sephora app, providing a convenient experience across different platforms.

Q: Can the AI Hair Care Advisor recommend salon or professional treatments?

A: The primary focus is on at-home hair care solutions. The AI Hair Care Advisor tailors its
recommendations to provide users with effective products and routines for personal use.

Q: Does the AI Hair Care Advisor consider environmental and sustainability preferences
in its recommendations?
A: Yes, Sephora is committed to sustainability. The AI Hair Care Advisor takes environmental
and sustainability preferences into account when making recommendations. Sephora is
dedicated to eco-friendly practices and clean beauty.
This document is a school project. There is no affiliation with any company, organization, people, products,
services or other things mentioned in this project.
 Lucy Van

Vlad Kuznetsov
Sephora, Senior Vice President & Chief Information Officer

Vlad Kuznetsov is a seasoned technology executive currently serving as the Senior Vice President and
Chief Information Officer at Sephora. With over 20 years of experience in the field, Vlad has established
himself as a dynamic leader in the technology space, driving innovation and delivering results for
prominent retail companies. In his current role at Sephora, Vlad is at the helm of all digital and retail
technologies for the Americas, playing a crucial role in shaping strategic programs for Sephora.com and
its stores. His approach extends beyond conventional roles, as he oversees a dedicated team focused on
reimagining the customer journey to yield revenue-generating results. With a proven track record of
delivering innovative software products to market, Vlad is dedicated to enhancing client experiences
through technology innovation and enterprise services.

Vlad's specialties encompass software architecture, product development, leadership, and a profound
understanding of omnichannel retail, covering mobile, web, and in-store experiences. His role extends to
accelerating company efficiency and fostering opportunities for growth. Vlad's expertise extends to
integrating AI-driven solutions that contribute to the continuous evolution of Sephora's technology stack
as well as redefine customer experiences, streamline operations and drive revenue-generating results. He
aims to create a more intelligent and responsive infrastructure that adapts to the evolving needs of
Sephora's clients.

Poised for continuous growth and success, Vlad continues to lead the transformation of Sephora's
technology landscape, ensuring it remains at the forefront of innovation. His focus on meeting client
needs, enhancing Sephora's internal applications, infrastructure and security demonstrates his
commitment to delivering cutting-edge solutions. Vlad Kuznetsov's leadership is instrumental in steering
Sephora's technology initiatives towards sustained excellence and client satisfaction.

Originally from Ukraine, Vlad commenced his career as an entrepreneur and scientist before relocating to
the United States. Transitioning from electrical engineering to software development, he has lent his
expertise to renowned companies such as Walmart, Shutterfly, Tailored Brands, Minted and Macy's.
Joining Sephora in 2019, Vlad assumed a pivotal role in leading the technology organization.

Vlad earned his MBA from Columbia Business School in 2010. Prior to his MBA at Columbia, Vlad
pursued another MBA at the University of California, Berkeley, Haas School of Business, where he
graduated with honors in 2009. This dual MBA education equipped Vlad with a comprehensive
understanding of business strategy, leadership, and technological innovation, laying the groundwork for
his remarkable career trajectory.

Vlad currently lives in Daly City, California. Based in the Bay Area, Vlad is not just a tech enthusiast;
he's an avid reader, a seasoned traveler, and a culinary hobbyist with a penchant for home brewing.
Outside the professional realm, he finds joy in spending quality time with his daughter and two sons.

This document is a school project. There is no affiliation with any company, organization, people,
products, services or other things mentioned in this project.