Case Study: Sephora SEA achieves 132% increase in purchases with Braze

Sephora SEA Used In-App Message Gamification to Increase Purchases by 132%

Sephora SEA, the Southeast Asia arm of beauty retailer Sephora, needed a memorable, attention-grabbing way to stand out in a crowded, competitive beauty market. To execute a localized promotion in Malaysia for Lunar New Year, the team turned to Braze and its In-App & In-Browser Messaging capabilities to deliver a gamified customer experience.

Using Braze’s customization and streaming data, Sephora SEA built a custom HTML in-app “Ang Pao” campaign that pulled prizes via API and updated user profiles in real time; the promotion connected to a Google Sheet and JavaScript API for prize fulfillment and post-win data capture. The Braze-powered campaign drove a 132% increase in purchases among participants over a 30-day period, with most lift coming from players who won lower‑value prizes—indicating the gamified experience, enabled by Braze, drove the conversions.

Sephora

Geoffrey IP

Regional Mobile Marketing Manager