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How Sephora SEA Increased App Downloads & Consumer Engagement with SMS

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Faced with the familiar marketing challenges of fragmented audiences and low engagement communication channels, Sephora Southeast Asia turned to Vibes premium software and expert guidance to quickly establish a growing mobile presence.


“With Vibes, we were able to build a strong audience and achieve a high app install rate. SMS proved to be the lowest cost channel for app installs in the retail base across all our campaigns.” – Sonali Gupta, Senior Manager, CRM Innovation & Projects, Sephora SEA



Sephora Southeast Asia (SEA) wanted to expand their marketing reach with a customer base that primarily shopped in-store and had not downloaded the company’s app. Mobile, a more personal communication channel, helped Sephora SEA drive digital brand engagement and increase app downloads.



By establishing SMS opt-in CTAs during new member sign-ups, which included a personalization welcome message and app download offer, Sephora SEA tapped into a new audience. Nearly 50% of the new audience was not engaged previously with Sephora SEA’s emails or had not downloaded the app before opting into SMS.



  • 500,000+ SMS Subscribers within the first year
  • 35% Average Opt-In Rate
  • 28% Average Click-Through-Rate
  • 12% Average App Install Rate


SMS proved to be the lowest cost channel for app installs across a variety of campaigns. The success of Sephora SEA’s mobile program has opened the doors for further mobile innovation, including mobile wallet, cross-channel SMS campaigns, and digital-first loyalty experiences to expand their reach across the consumer lifecycle.

To learn more about Sephora SEA’s retail innovation story, mobile program, and acquisition strategy, download the full case study report.