Dr Nisreen Ameen uses her knowledge of cutting edge AI to examine how beauty brand Sephora plans to make a success of re-entering the UK retail environment

Strategically using the latest AI tools, beauty brand Sephora is re-entering the UK retail sphere by opening brick-and-mortar shops targeting Gen Z and Gen Alpha consumers. It’s a bold move, but by aligning itself with key values that resonate with its audience, as well as using inclusive marketing, the brand plans for success in the changing environment of the UK beauty industry.
Writing in The Conversation, Dr Nisreen Ameen, a Senior Lecturer in Digital Marketing at Royal Holloway, explores the background behind the relaunch of Sephora retail stores. Placing it within the context of the retail and beauty industries, Dr Ameen also uses her experience to explain how the brand plans to appeal to its various target audiences. Drawing on her research on cutting-edge technology, she also details how Sephora’s use of AI tools is helping to set it apart from competitors.

Read more via The Conversation’s website here.