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Sephora to combat racial prejudice with an action plan

NEW YORK (AP) – Beauty products retailer Sephora said on Wednesday it would increase the number of black-owned brands, scale back to third-party security guards, and offer a more comprehensive marketing that is. Part of a plan to combat racial prejudice at the stores.

The company disclosed its plans while releasing a study commissioned to take an in-depth look at racial bias in the U.S. retail shopping experience.

The study, based on a combination of the Employee and Shopper Survey, and academic research, starting in the fall of 201

9 and ending in late 2020, found that two out of five US retail shoppers were treated as non It is also found that black shoppers are more likely to be treated unfairly based on their skin tone.

The issue of racial prejudice is increasingly important for companies following national protests over police brutality last summer following George Floyd’s death in Minneapolis.

Sephora, a division of LVMH Moët Hennessy Louis Vuitton SE, plans to double the Black brand assortment to 16 by the end of the year. It also features and prominently advertises black owned brands through a dedicated tab on the Sephora website.It also plans to launch a new greeting system for all in-store shoppers to ensure a consistent experience. More together

Among other changes: Sephora will reduce the presence of third-party security personnel in its 500 stores in the United States and use more in-house experts to reduce shoppers’ concerns about security.

“We know we are in a strong position to influence positive change in the retail industry and society as a whole, and it is our responsibility to step up,” said Jean-Andre Rougeot, President and CEO. Sephora Americas said in a statement.

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