Sephora launches new social platform Beauty Insider Community

The LVMH-owned retailer's latest launch aims to offer its Beauty Insider loyalty programme members a unified online beauty experience

Sephora is offering consumers a one-stop digital beauty destination with the launch of its latest platform, the Beauty Insider Community.

Available to members of the LVMH-owned retailer's Beauty Insider loyalty programme, the online and mobile social platform aims to help beauty lovers find inspiration, ask questions, get product recommendations and connect with like-minded individuals in a real-time setting.

Users who sign up to the platform, which is optimised for both online and mobile use, can build a customer profile, displaying their beauty interests and characteristics to help them connect with others as well as receive personalised product recommendations and check their Beauty Insider loyalty points.


The Beauty Insider Community's home screen


The community also allows users to join a wide variety of Beauty Groups, which are built around different themes to help them discover content tailored to their interests and chat with like-minded individuals.

Groups include 'Sensitive Skin' and 'Makeup is Life', as well as 'Play! by Sephora', where members can discuss and discover more about the brand's monthly subscription beauty box.

Building on the social aspect is Conversations, which displays a list of active topics so users can search popular beauty conversations, allowing them to trade beauty tips in real time, and the Gallery, which is an interactive photo wall for users to post and browse their favourite make-up looks and product recommendations. Clients can also filter looks by Group topics.

Mary Beth Laughton, SVP of Digital at Sephora, said: “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.”

From 22 August, Sephora's Beauty Insider Community is also offering members the unique advantage of real-time advice and opinions on products immediately before they make a purchase.

The Live Community Chat option allows consumers to ask their fellow shoppers questions and receive responses in real time, to help them decide whether or not the product is right for them.

The Beauty Insider Community is available on the Sephora app for iOS and Android, as well as on mobile web.

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