It's been less than two months since Sephora launched its own social network, Beauty Board, and so far the site has seen nearly half its traffic come from mobile users.
"The interesting finding from Beauty Board in the first month is that mobile is really leading," said Johnna Marcus, director of digital business development at Sephora, at the Mcommerce Summit last week. "Forty-seven percent of our traffic is coming from mobile so this is something that really makes sense on her phone."
Sephora's Beauty Board mobile app allows users to upload photos of their own makeup or hairstyle, add a caption and tag the beauty products used so other viewers can shop the exact products used to create the look. Beauty Board lives in the already-existing Sephora app for mobile.
The app is Sephora's version of Pinterest, which has been the beauty retailer's most successful social media outlet to date. Sephora said its Pinterest boards are primarily used to highlight trend stories, such as makeup and hair how-to's, and product lists, such as holiday gift guides. Sephora currently has roughly 297,100 Pinterest followers.
"Everybody knows how successful Pinterest has been — Sephora's Pinterest shoppers are actually 15 percent more valuable than our Facebook leads," said Marcus. "We know that people are shopping on Pinterest, but any picture, any pin, can only go to one product. [Beauty Board] lets you pin as many products make sense."
Engagement via mobile for Beauty Board has been strong since its launch in mid-March, with 33 percent of photo uploads coming from a mobile device. The retailer said that, overall, forty-six percent of Beauty Board photos are tagged with at least one product, which makes the platform a valuable tool for creating community and generating sales.
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