While media, celebrities and beauty influencers all continue to play a role in providing beauty inspiration, consumers today are becoming more and more resourceful and in charge of their own beauty discovery. Given the ongoing evolution of the media landscape and the continued rise of non-traditional sources of inspiration, Sephora knew it had to act in order to stay relevant and integrated in clients’ conversations. The challenge was finding a way to continue to act as an unbiased and comprehensive resource for its millions of customers, while also adapting to the ways in which consumers are sourcing and sharing inspiration and information today.
Sephora has always aspired to foster an inclusive, engaged community of beauty loyalists who share a passion for all things prestige. Their clients’ experience is at the heart of all that they Sephora do and their Beauty Insider program (a complimentary loyalty program) speaks to the ways they aim to enrich their relationship with clients. In the summer of 2017, Sephora launched Beauty Insider Community, the prestige beauty retail industry’s first members-only mobile and online platform that serves as a destination for beauty-lovers to find inspiration, ask questions and get recommendations in an unsponsored, real-time, “real-talk” social setting. To fully engage in the Community, clients must only be a member of Beauty Insider.
Designed to create a unified social experience for its ever-growing mobile-first client base, the Community offers yet another way for clients to “Beauty Together,” with Sephora as the common denominator. This platform has brought together Sephora’s most loyal clients and given them a fun, easy to navigate space to talk all things beauty, and, incidentally, all things Sephora, with one another. It allows members to become content creators in their own right: they come to share their personal beauty interests and tips, post photos of their favourite looks, and hold live conversations with other like-minded beauty fans, all within one inclusive social platform.
Integrated advertisement created by DeVries Global, United States for Sephora, within the category: Beauty.