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PALM SPRINGS, Calif.—Before Sephora opened its doors in the U.S. in 1998, prestige beauty products were nearly always found tucked behind a glass counter at a department store, with a physical barrier between consumers and the products they wanted to try.
Deborah Yeh, CMO of Sephora, said the beauty retailer’s open-sell method is reflective of the main value it still tries to emulate: inclusivity, opening up the world of beauty to all rather than a select few.
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