Case Study: Sephora SEA achieves 28% increase in AR makeup feature adoption with Braze

Sephora SEA Increases Augmented Reality Feature Adoption Rates by 28%

Sephora SEA, the Southeast Asia arm of Sephora, faced low customer awareness and adoption of its Virtual Artist AR makeup feature. To address this, Sephora partnered with Braze and used Mobile & Web Push, In-App & In-Browser Messaging, and Braze Content Cards to promote the tool and educate users on how to access it.

Braze delivered a step-by-step video to a targeted segment—users who had viewed makeup product pages but hadn’t used the VA—via push, Content Cards, and in-app messages, using deep links and a 20% control group to measure impact. The campaign drove a 28% uplift in user adoption, a 16% increase in usage-per-user, and a 48% increase in overall Virtual Artist traffic.

Sephora

Geoffrey IP

Regional Mobile Marketing Manager