Omnichannel beauty retailer Sephora has been commended for its focus on creating highly social and compelling experiences online.
Building on the success of its Beauty Talk platform — which enables shoppers to ask each other questions about cosmetics and other beauty products — Sephora has unveiled a new social shopping platform called Beauty Board.
Using Beauty Board, consumers can sift through and share user-generated photos, and upload images of their own beauty creations. Visitors can add titles and descriptions to their images, categorize their photos and tag products they used. The new feature is available on Sephora.com, the mobile-optimized site, as well as the retailer’s iPhone and Android apps.
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“Our beauty lovers are gathering and sharing beauty tips across a variety of social properties like Instagram and Pinterest, as well as our blog and beauty community site,” said Julie Bornstein, EVP and Chief Marketing and Digital Officer at Sephora. “So we took what we admire as social users to the next level by developing and integrating our newest social site, Beauty Board, into our Sephora.com experience.”
A key benefit of the Beauty Board feature is that consumers can learn about new products based on looks created by their fellow beauty lovers, which makes the shopping process more seamless and enjoyable, Bornstein noted. But “best of all, we designed Beauty Board to seamlessly connect with our clients’ other social platforms, providing an informative and social shopping experience for all.”
Several beauty influencers already are using Beauty Board to share their favorite looks, including team members from Beautyblitz.com, Beautyhigh.com, Bellasugar.com, Byrdie.com, Temptalia.com, as well as the Sephora PRO Team.
