Sephora to relaunch private label on Tinder

Sephora will relaunch its Sephora Collection private label this fall with the help of new digital features on both on mobile and desktop. The "swipe it, shop it" and "beauty uncomplicator" features will help shoppers find the products they are looking for.

The beauty retailer has created 1,000 photographs of products and swatches, and is running ads on Tinder and mobile for the launch, reported Adweek. The goal: to create addictive shopping experiences.

"We offer a huge range of products in every category, but we also have the full 360-degree retail and digital experience in addition to that product," Deborah Yeh, SVP of marketing and brand at Sephora, told Adweek.

"Swipe it, shop it," uses Tinder's design to show shoppable looks. A shopper can swipe left or right to buy the look immediately from Eventually, consumers will be able to populate the looks, making it user-generated. To promote the feature, Sephora will be the first beauty brand to buy ads on Tinder.

The announcement comes on the heels of another social media move by the brand. In June, Sephora gave followers the ability to purchase products directly from live Snapchat feeds.

The second web feature, the "beauty uncomplicator," helps consumers find the right makeup and tools using a three-step questionnaire.

For more:
- see this Adweek article

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