Digital Download: Sephora Dials Into Community

Sephora VIP App
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Sephora will add a new chat feature to their mobile app, Women’s Wear Daily reports. Find out more details about the new feature from WWD, and shop some of the retailer’s best-selling products below:

From WWD:
All brands and retailers want to establish a dialogue with their customers — but Sephora wants to promote one among themselves.

Today will see the launch of a new platform, the Beauty Insider Community, with which Sephora encourages communication between its fans. The digital experience is now live on Sephora’s app and, with additional features rolling out Aug. 22.

Urban Decay Naked Heat Palette Image courtesy of Sephora

The retailer already has maintained several community platforms on to date — from BeautyTalk to Beauty Board and ratings and reviews — but this is the first time community-centric initiatives will be aggregated in one place, according to Mary Beth Laughton, Sephora’s senior vice president of digital. Additional features include Beauty Matches, which filters photos and reviews by users and connects those who share similar beauty traits, and a Live Community Chat that will enable real-time input on products.

“We know our clients crave outlets and experiences that give her the deeper personal connections, and they want to be next to people they feel are like them and share their passion for beauty. We know they’re increasingly looking to their peers and people like them and this just plays into that,” Laughton said.

IT Cosmetics Secret Sauce Image courtesy of Sephora

She pointed out that the platform is only accessible to members of the retailer’s loyalty Beauty Insiders program. She declined to say how many members the program has, but she’s hopeful that the notion of a cohesive community online will encourage additional clients to sign up.

Laura Mercier Translucent Powder Image courtesy of Sephora

The community is just the latest in an ongoing stream of digital programs introduced by Sephora. On March 30, the retailer opened its largest store in North America on 34th Street in New York, an 11,300-square-foot space serving up a handful of digital innovations. These include a Moisture Meter that measures the moisture in one’s skin to make for better skin-care recommendations, and “Tap and Try,” which lets customers “try on” any lipstick shade virtually in-store. On July 6, the augmented reality app, Sephora Virtual Artist, saw the addition of False Lash Try-On, and on July 21, Sephora opened its most digitally enhanced store to date, Sephora Studio, on Newbury Street in Boston.

Laneige Lip Sleeping Mask Image courtesy of Amazon

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