Sephora's beauty-obsessed shoppers are also tech-savvy, so the retailer plans to engage them by creating its own social media website.
The platform is called Beauty Board and has a photo gallery feel, similar to Pinterest and Tumblr. What makes the site different, however, is that users are able to tag beauty products in their photos, similar to how photos are tagged on Instagram. Tags uploaded on Beauty Board will link directly to the beauty brand's page on Sephora's e-commerce site, which the company hopes will encourage users to shop.
"The concept is that pictures are everywhere, and we know that beauty lovers love to see ideas for looks and products to buy," Julie Bornstein, chief marketing and digital officer of Sephora Americas, told Women's Wear Daily. "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."
Mobile engagement at Sephora has skyrocketed, thus, Beauty Board will also have iOS and mobile Web functionality so users can upload photos via smartphones. Sephora store locations will each have their own profiles on the platform, too, to further drive in-store engagement.
Sephora's current online communities, including Beauty Talk, The Glossy and Sephora TV, and its Sephora To Go app, will also be integrated into Beauty Board. The platform is designed to log the user into all of Sephora's social media and purchasing options with a single username and password.
Beauty Board launches for Sephora's U.S. customers in March.
-See this Women's Wear Daily article
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