NEW YORK: DeVries PR has been named AOR for Sephora, a manufacturer and retailer of beauty products.The company previously worked with Tractenberg & Co, which resigned the business in June.
Sephora invited ten agencies to pitch and whittled it down to five finalists. Billings are undisclosed.
DeVries will be tasked with media relations, promoting store openings, and celebrity outreach, as well as branding and strategy.
Monica Rowe, Sephora PR manager, said that the company was looking to adopt some of the ideas the agency pitched during the RFP. One idea was to train employees as "media stars" for regional broadcast and print opportunities.
"We're thinking of ways to educate our employees to do that," Rowe said.
Rowe said while the company liked the firm's ideas about celebrity outreach, but does not have plans to pursue that yet.
"They had a clever idea where maybe we could [sell] limited-edition cosmetics chosen by celebrities," Rowe said, adding that such an initiative could involve philanthropic components. "One of the things we need to strengthen...is our celebrity outreach."
Other initiatives will include ramping up national media exposure and negotiating promotional partnerships with the other companies selling product through the stores.