Sephora gets (even more) social
Sephora is giving beauty shoppers what they want: more ways to connect to each other via a new social platform called the Beauty Insider Community.
The loyalty member-only mobile and online platform, a first for the prestige retail industry, serves as a destination for beauty lovers to find inspiration, ask questions and get recommendations in an un-sponsored, real-time, “real talk” social setting.
Designed to create a unified social experience for its ever-growing mobile-first client base, the Sephora Beauty Insider Community offers yet another way for clients to “Beauty Together.”
“As with any digital innovation that we bring to our clients, we look not only at how we can optimize our client’s online journey for a seamless on and offline experience, but also at how we can make our digital offerings truly essential, intuitive and fun to use,” said Mary Beth Laughton, SVP of Digital at Sephora. “For our Beauty Insider Community, we set out to take all the things that were working really well across our various digital platforms and combine them for a unified, mobile-friendly experience. Community is for those clients who crave a deeper level of beauty connection and inspiration from people just like her, whom she can trust.”
To fully engage in the community, clients must be a member of Beauty Insider, Sephora's complimentary loyalty program. This allows clients to reap even deeper benefits and perks through active participation, and to unlock new resources when shopping in-store and online.
The new platform evolves and elevates the retailer's current community properties – BeautyTalk, Beauty Board and Ratings & Reviews – with one cohesive experience within Sephora.com, the Sephora App for iOS and Android and mobile web. As part of the shift of all prior properties under community’s holistic domain, the names of the original properties are updating as well to best reflect their purpose or offering.
The Beauty Insider Community is also introducing a new feature called “Beauty Matches,” which filters photos and reviews by people who share similar beauty traits.
Additionally, launching Aug. 22, Beauty Insider Community members will also have the advantage of getting real-time input on products they are considering before moving forward with their purchase. On each product page, members will find a “Live Community Chat” where they can ask a question pointed at fellow Sephora shoppers to help validate their decision before checkout.