Engaging Sephora’s Employees through Gamification

As the world’s leading beauty brand, Sephora has a growing presence of more than 200 stores in Asia Pacific. The French retailer wanted to foster a deeper understanding of its employee value propositions (EVPs) among regional employees. This was partly achieved with the launch of a microsite, where employees inspired each other with their EVP-driven experiences.


Our Impact

As a companion to the microsite, RHAD also created a simple gamification app. Sephora’s employees were able to experience first-hand the conceptual meanings and applications of each EVP through the app’s interactive storyline. This led to:

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Enhanced internal adoption of EVPs With resounding feedback from store employees that they were spurred to adopt the EVPs confidently
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Strengthened Sephora’s employer branding With positive reviews from Sephora’s regional senior stakeholders"

The Challenge

The app had to be urgently launched within a month. The timeline was exacting considering that original characters and storylines had to be conceptualised, illustrated, and animated into digital assets. The gameplay also had to cater to the diverse cultures and digital landscapes that Sephora’s regional employees operate in.


Our Solution

"We created a device-responsive role-playing game where employees imagined themselves as a pivotal character in the futuristic ‘world of Sephora’. They made decisions and decided the fate of the world through actions that exemplified each EVP. The gameplay was engaging, easy to understand, and built to support Sephora’s intended learning goals. "

Due to the compressed development time, we adopted agile workflows with sprint planning and huddle boards to minimise errors and align expectations. We also used collaborative tools such as Miro and Figma to facilitate seamless communication between members of our global team.

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