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Sephora is the latest retailer to offer nervous customers a “quiet hour,” a low-key shopping experience in its stores that limits sensory stimulation.
The beauty retailer’s move follows similar initiatives from Walmart, Target and even Chuck E. Cheese.
Here’s what you need to know about Sephora’s Quiet Time initiative and others across the country.
Sephora launches ‘Quiet Hours’ nationwide
Sephora announced earlier this month that it would lower the music volume at all stores at designated times, adjust in-store screens and minimize strong scents to create a “calm atmosphere with fewer distractions,” according to a company news release. Sephora did not say during which hours the quiet hours would be held.
The national rollout follows an initial pilot program with 32 beauty stores in eight markets. It was developed in collaboration with disability advocacy group Open Inclusion and business consultancy Purposeful Futures.
Deborah Yeh, Sephora’s global chief marketing officer, said the quiet hours are a “meaningful step” in the company’s ongoing efforts to develop business strategies that meet customer needs.
“Sephora’s Quiet Hours is a meaningful step in our ongoing efforts to create a more welcoming environment for our employees, consumers, and communities, and we recognize that we still have much to learn and do,” said Yeh. “We are proud of this progress and are equally committed to continuing to listen, learn and grow with the communities we serve.”
Neural divergence is an umbrella term that encompasses diverse configurations of neural processing, as it manifests itself differently in different people. Although it is not an official medical term, some people use it to describe conditions such as learning disabilities and autism spectrum disorders, according to the Cleveland Clinic.
According to True Progress Therapy, these can include extreme sensitivity to things like fluorescent or flashing lights, background music, announcements, crowded chatter, the smell of strong-smelling foods, perfumes, and detergents, unexpected contact in narrow aisles, and flashing displays and signs.
“By listening directly to neurodiverse and sensory-sensitive beauty customers in five countries, we identified a clear opportunity to reimagine what a more inclusive beauty retail space looks, sounds and feels like,” said Kristin Hemphill of Open Inclusion, one of the organizations Sephora consulted with. “This has allowed us to create a more welcoming, accessible and comfortable environment for many people.”
Hemphill added that quiet hours are “the future of retail.”
Walmart takes control
In 2023, Walmart became the first major retailer to introduce sensory shopping in all of its stores across the United States. What started out as a few hours on Saturdays has since grown into a two-hour event from 8 a.m. to 10 a.m. every day.
During that time, Walmart will turn off the overhead music, dim the lights as much as possible, and switch all TVs to still images.
The company said the changes were made based on input from customers as well as employees with disabilities such as attention-deficit hyperactivity disorder and autism..
“We’ve seen what these changes mean for our customers and associates through in-person conversations, emails, listening sessions, social media and personal experiences in our stores,” Walmart said in a news release at the time.
Other retailers offering quiet time
No other retailer in the United States has made sensory shopping a permanent part of its business schedule.
However, two companies have experimented with it in the past and are offering the experience in some locations, including Target and Toys “R” Us.
- target: Similar to Walmart, Target stores will dim the lights, turn off the music, and limit the number of announcements during these hours. In addition, Target also offers sensory-friendly carts with safety harnesses and support for children with sensory sensitivities, according to Level Ahead ABA, a Georgia-based medical clinic.
- Toys R Us: The “Quiet Hour” initiative in Toys R Us stores provides a more relaxing shopping experience for people with autism. Similar to Target and Walmart, stores are dimming lights and turning off music to provide a quieter environment, according to Level Ahead ABA.
Chuck E. Cheese’s “Sensory Sunday”
In the restaurant space, Chuck E. Cheese offers a monthly program dubbed “Sensory Sundays.”
Basically, Chuck E. Cheese opens two hours before regular business hours on the first Sunday of every month, dims the lights, reduces sound, eliminates flashing effects, and creates a quieter game room and dining environment.
Additionally, staff working these shifts are trained to be patient, flexible and provide non-judgmental support, according to the company’s website.
The Chuck E. Cheese initiative, which is not available in all locations, has been in place since 2016 with support from the Center for Autism and Related Disorders.
Drew Pittock covers trending news from around the country for USA TODAY. He can be reached at DPittock@usatodayco.com.
