Sephora is reinventing retail with its new approach to online and in-store shopping. Its social and mobile makeover, unveiled today, includes: an entirely new personalized web experience, new mobile website, iPhone app and iOS devices in over 100 stores. Sephora is also one of the first retail brands to fully integrate with Pinterest, adding “Pin It” buttons to every product and brand page.
“Digital is a must for the future of retailing,” said Julie Bornstein, senior vice president, Sephora Direct. “With the social, digital, mobile and website updates, we’re giving our clients the most customizable experience in the beauty industry, and connecting clients with our experts in the ways that are most relevant to them. We’re excited to makeover the future of shopping.”
Sephora.com gets a whole new look
Live today, Sephora unveiled its faster, smarter website that offers the most targeted product search in the beauty category today. Each product on Sephora.com has been tagged and indexed with 25 different characteristics – from relevant data like target age group, to specific ingredients, formulations, fragrance, price and more – so a client can easily find the right product. It took a team of 50 people and 5,000 hours to index and tag every single product, and the result is an incredibly targeted, personal experience.
The Sephora.com makeover also includes 80,000 additional images, product quick-views, more color views and time-saving checkout; clients can place an order in half the clicks, and in half the time.
From Sephora.com clients can also check in-store availability for any of Sephora’s over 300 stores, create favorite product lists, learn the latest trends, get personalized advice, watch tutorials from Sephora’s editors, and interact with experts instantly. All of these new Sephora.com features will also be available on the m.sephora.com site.
Sephora’s new social tools: Pinterest and Instagram
Also announced today, Sephora is one of the first major retail brands to fully integrate with Pinterest, the social bookmarking tool for images and video. The Pinterest “Pin It” button is on every product page, letting users pin any of the 14,000 products from Sephora.com. Fans can also check out Sephora inspiration boards, highlighting current looks and new products.
Sephora’s new feed on Instagram will give followers a behind-the-scenes look at the company and its staff, and what trends and products are driving buzz in the beauty world.
Sephora’s new mobile look: iOS devices in every store
As part of Sephora’s mobile focus, it is testing iPads in stores. Twenty stores in the U.S. have been outfitted with iPads to give the client another way to navigate Sephora’s thousands of products and interact with a menu of services offered at the Beauty Studio. Sephora is also distributing an iPod Touch to allow sales associates to help clients find and research products through the Sephora app, and allow for faster, mobile checkout.
“Some retailers are afraid to allow devices in their stores, but we embrace it,” said Bridget Dolan, vice president, Interactive Media, Sephora. ”We’re bridging the online and offline world, and making it as easy as possible to find the products you want, in a way that’s cool, familiar, and helpful.”
All of the social and digital updates are available beginning today, April 9. To visit the new site go to www.sephora.com, and follow along on Facebook, Twitter, Pinterest and Instagram.
On Thursday, February 16th (the last day of New York Fashion Week) many fashion bloggers, journalists and members of the fashion media attended the Relax, Renew & Recharge NYFW Media Tweet Up in NYC. Hosted by myself and Ty of GorgeousinGrey.com – the evening was filled with networking, reminiscing of fashion week fun, makeovers and more! I got the chance to share my love of the new AT&T Samsung Galaxy Note - it made tweeting throughout the night while snapping photos virtually a breeze. Many of our guests enjoyed delicious snacks courtesy of Tonnie’s Minis while tweeting their way towards winning prizes such as $25, $50 & $100 Sephora giftcards as well as AT&T smartphones.
Thanks to our sponsors AT&T, Sephora and Tonnie’s Minis for a fabulous evening – perfect for closing out New York Fashion Week. Check out what some of our tweeting guests had to say and more photos of the fun below…
NYFW Relax, Renew and Recharge Media TWEET UP
Sponsored by AT&T
You’ve survived New York Fashion Week and now you deserve an evening to Relax, Renew & Recharge with Sephora & AT&T.
Thursday, February 16th – 6pm
Sephora Columbus Circle
10 Columbus Circle NY, NY
RELAX with an evening of complementary facials, makeovers & beauty consultations by the world’s leading beauty brands. RENEW with a little “retail therapy” – complementary Sephora cards for shopping during the event. RECHARGE by tweeting for a chance to win AT&T smartphones, Sephora gift cards and more!
RSVP required NYFWRRR@GMAIL.COM :: Hashtag #NYFWRRR
It was shortly after 6pm and excitement was buzzing through the island of Manhattan unlike anything else I’ve experienced.
It was Fashions Night Out and my set schedule was planned to the minute, who I’d hang out with, clients I’d go to see, celebrities I was bound to run into…the whole night was planned…that is, until 6:15pm rolled around…
“If you want to make God laugh…tell Him your plans…” – Unknown
My Fashions Night Out revolved around Fifth Avenue (aka the Mecca of NYC Fashion) from Drake at Versace to potent flutes of champagne at BCBG the ladies of DivasandDorks.com had a grand ol time – check out the pictorial of Fashions Night Out, through my eyes…
It began as a journey to Macy’s Herald Square…so up 34th we went…that is until club Famous Footwear grabbed our attention…no really, Famous Footwear had music blaring and a line down the street as if it was Ibiza…
Most stores lured you in with free food and drinks…(ding, ding…) – and the little pigs in a blanket served by the waitresses in overalls at Levi’s were divine…and yes, the piggies were grazing in a tray filled with grass…How cute!
Finally making it to the Fifth Avenue Lord & Taylor department store where not only the NFL Jets cheerleaders were found gyrating at the entrance – but also where the games and flutes of champagne seemed to overflow with participation from the crowds of consumers…
Finally, making my way to Saks Fifth Avenue (staying true to the Divas and Dorks mentality) we stopped by the Lenovo lounge where they launched the newest member of the Lenovo family laptop and highlighted a Lenovo favorite (mixing the music that kept the party going all night long…)…
Then there was Drake at Versace…
Onto the Coup De Grace of FNO entertainment, Bergdoff Goodman’s display windows came to life with live musical performances and interesting displays of fashion, flair and more…
Ending the the night, Tiffany, Cat Peoples and I made a stop into BCBG for some fly accessories, (more champagne) and more time with an old friend…
What did you enjoy your Fashions Night Out?
The Sephora App includes up-to-the-minute beauty news and information from Sephora’s Facebook and Twitter feeds, its BeautyTalk community, Beauty And The Blog website and Sephora’s newly revamped YouTube Channel, providing the latest beauty trends and advice. The sophisticated and information-rich layout updates each time the app is accessed and can be tailored to only show the content individual users want for a truly personal experience.
Once you’ve read the reviews, seen the videos and posted your own comments, Sephora’s App for iPad offers a seamless online shopping experience and a special-edition, iPad-only summer catalogue that puts the hottest products and top seasonal trends at your fingertips.
“We’re extremely proud of Sephora’s App for iPad and consider it an immersive, educational and entertaining beauty retail experience,” said Bridget Dolan, Vice President of Interactive Media. “The limitless capabilities of iPad inspired us to rethink how we deliver content digitally to our clients, leading us to develop unique functionalities that will drive the entire category.”
The Sephora App is available for free from the App Store on iPad or at www.itunes.com/appstore.