Sephora has introduced the Beauty Insider Community for its mobile platforms.
Designed to create a unified social experience for its mobile consumer base, the loyalty member-only mobile and online platform serves as a destination for beauty lovers to find inspiration, ask questions and get recommendations, according to the company.
The mobile service features Home Base, the central destination for the new Beauty Insider Community; Personalize It, the profile where users can display their personal interests, groups, looks, beauty characteristics and other community content; Groups, which features dozens of themed groups where they can discover content tailored to their individual interests; Talk About It, the conversations tab featuring a list of active beauty topics; and Get Inspired, an interactive photo wall where members can see and be seen.
Additionally, launching August 22, Beauty Insider Community members will also have the ability to get real-time input on products they are considering before moving forward with a purchase. On each product page, members will find a live chat where they can ask a question pointed at fellow shoppers to help validate their decision before checkout.
“As with any digital innovation that we bring to our clients, we look not only at how we can optimize our client’s online journey for a seamless on and offline experience, but also at how we can make our digital offerings truly essential, intuitive and fun to use,” said Mary Beth Laughton, svp/digital at Sephora. “For our Beauty Insider Community, we set out to take all the things that were working really well across our various digital platforms and combine them for a unified, mobile-friendly experience.”