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Sephora is taking a major step to make their Beauty Insiders feel like a true community. According to WWD, the brand is launching a new digital communication platform that will allow shoppers to talk with one another, create individual profiles, and even get recommendations on products and styles.
The interactive feature is already available on Sephora's website, although WWD notes that the brand will be providing additional features later this month on August 22. If you visit the Beauty Insider Community page on Sephora.com, you'll be met with several options. You can design your own personal makeup profile, join groups pertaining to your interests, participate in Q+A sessions with other Beauty Insiders, browse photos for inspiration, or get some expert-level makeup advice.
Mary Beth Laughton, Sephora's senior vice president of digital, told WWD that they want to give clients "deeper personal connections" while shopping. "[Our clients] want to be next to people they feel are like them and share their passion for beauty," she explained. "We know they’re increasingly looking to their peers and people like them and this just plays into that."
Laughton added that each of the features are meant to work in tandem with one another. "It’s easy to navigate back and forth between them so they don’t feel like silos," she said.
It's worth noting that this new digital platform is only available to people who belong to Sephora's Beauty Insider program, which is free to join. However, if you're determined to reach VIB or Rouge status, you'll have to spend $350 or $1,000 in a year, respectively. But knowing all the goodies you can find at Sephora, that's definitely not hard to do.
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