Sephora to Launch Social Media Network
Everyone’s favourite destination for all things beauty and make-up will be launching a social media platform come March. The platform created by Sephora, called Beauty Board, is meant to increase customer interaction and sales. “Beauty Board is taking a lot of what consumers at large are doing and making it more practical — a place for consumers to browse for inspiration and discover products to buy at sephora.com. Social shopping has evolved over the last few years, and we think this is a definite next step toward linking social media and retailing.” Julie Bornstein, chief marketing and digital officer of Sephora Americas, told WWD. Think Pinterest but strictly for beauty.
Each individual Sephora store will have their own profiles and users will be able to create their own, sharing and uploading their own photos. Users will also be able to click on other’s photos and profiles to see product details, reviews, instructions and even shop products tagged in photos. “We’re hoping to continue to focus on linking social media and shopping,” said Bornstein. “We absolutely get the power of existing social media platforms, and there will be a function so that Beauty Board users can also link to Twitter, Facebook, Instagram, Pinterest and other platforms. But this is an add-on capability, which offers a more direct shopping function than currently exists in social media. It’s a hub for the products and what we think is a very useful and relevant way to get beauty ideas.”
For now, Sephora’s social network will only be shoppable in the states, but Bornstein confirmed that Canada is the next place they are planning to launch the platform.
Sephora is a visionary beauty-retail concept founded in France by Dominique Mandonnaud in 1970. Sephora’s unique, open-sell environment features an ever-increasing amount of classic and emerging brands across a broad range of product categories including skincare, color, fragrance, body, smilecare, and haircare, in addition to Sephora’s own private label.
Today, Sephora is not only the leading chain of perfume and cosmetics stores in France, but also a powerful beauty presence in countries around the world.
To build the most knowledgeable and professional team of product consultants in the beauty industry, Sephora developed “Science of Sephora.” This program ensures that our team is skilled to identify skin types, have knowledge of skin physiology, the history of makeup, application techniques, the science of creating fragrances, and most importantly, how to interact with Sephora’s diverse clientele.
Owned by Louis Vuitton Moet Hennessy (LVMH), the world’s leading luxury goods group, Sephora is highly regarded as a beauty trailblazer, thanks to its unparalleled assortment of prestige products, unbiased service from experts, interactive shopping environment, and innovation.