Sephora Is Driving Mobile Sales With Tinder-Like Features and Digital Mad Libs
Sephora has led the pack in mobile beauty retailers for a few years, and now it’s taking a page from games and pop culture to help re-launch the Sephora Collection—its private label brand.
Sephora’s mobile and desktop site now includes two new features—dubbed “swipe it, shop it” and “beauty uncomplicator” that help shoppers whittle through thousands of makeup and beauty tools to find what they’re looking for. The features support, “the biggest single ad buy that Sephora has made for the Sephora Collection brand,” that will roll out this fall, said Deborah Yeh, svp of marketing and brand at Sephora.
The beauty retailer has created 1,000 photographs of products and swatches and is running ads on Tinder and mobile-rich media promos for the launch.
“We’re trying to create these really fun, addictive shopping experiences,” said Yeh. “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.”