Looking to establish a close tie with social beauty lovers, Sephora has established a new mobile platform committed to optimizing client experiences both online and in-store. The retailer’s newest digital endeavor, the Beauty Insider Community, is a loyalty, member-only mobile and online platform, a first for the prestige retail industry. According to Sephora, it serves as a destination for beauty-lovers to find inspiration, ask questions and get recommendations in an unsponsored, real-time, “real talk” social setting.
 
To fully engage in the Community, clients must be a member of Beauty Insider, Sephora’s complimentary loyalty program. This allows clients to reap even deeper benefits and perks through active participation, and to unlock new resources when shopping instore and online.
 
“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 of 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. Community is for those clients who crave a deeper level of beauty connection and inspiration from people just like her, whom she can trust.”
 
Community evolves and elevates Sephora’s current community properties – BeautyTalk, Beauty Board and Ratings & Reviews – with one cohesive experience within Sephora.com, the Sephora App for iOS and Android and mobile web. As part of the shift of all prior properties under Community’s holistic domain, the names of the original properties are updating as well to best reflect their purpose or offering.