Sephora Launches Radio Campaign

A new radio advertising campaign launched by fragrance and cosmetics retailer Sephora and sephora.com is targeting the largest concentrations of Internet users in the United States.

The ads, which will be broadcast in Boston, Chicago, Dallas, Los Angeles, New York, Philadelphia, San Francisco, San Jose, Seattle, Washington DC, Atlanta, Miami and Pittsburgh, were created by DDB New York, which also designed Sephora’s print and television campaign.

The $25 million over-all campaign launched in early October, immediately before the launch of sephora.com and the opening of Sephora’s flagship store at Rockefeller Center in New York City.

“What is Sephora?” the ad asks. “An amazing collection of prestige fragrances, cosmetics and gifts for women and men; Sales people who know the difference between helping and pressuring, and where you can touch, play and try anything.”

“These ads bring the Sephora experience to people who may have not yet discovered Sephora themselves,” said Jim Kenney, sephora.com’s acting CEO.

“Sephora represents the freedom to try new products, the ability to explore — in our stores or on the Internet.”

Currently Sephora operates 182 stores in France and Europe and 45 stores in the U.S. Sephora.com Inc. and Sephora USA LLC are units of the Selective Distribution Group of Paris based LVMH MoC+t Hennessy Louis Vuitton.