How Sephora SEA Increased App Downloads & Consumer Engagement with SMS

Faced with a fragmented audience and low-engagement communication channels, Sephora Southeast Asia turned to Vibes to quickly establish a growing mobile presence.


The Challenge

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.

The Strategy

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.

The Results


SMS Subscribers within the first year


Average Opt-In Rate


Average Click-Through-Rate


Average App Install Rate

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

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