Sephora.com launches online beauty forum

Published: 30-Sep-2010

Retailer creates virtual community for beauty consumers


Beauty retailer Sephora has created a new online forum for consumers in the US. BeautyTalk offers advice from Sephora beauty advisors as well as enabling users to exchange information directly with each other through topic-specific discussion forums.

Topics include ‘Ask a Beauty Question’, where Sephora customers can exchange questions and answers on any beauty query; ‘Watch.Learn.Love’, a series of video tutorials with Sephora make-up artists on beauty techniques; ‘Top 10 Product Lists’, an area where beauty celebrities, make-up artists and brand founders can share their favourite products; and ‘The Lounge’, an interactive forum for consumers to share their thoughts on products and trends.

“There is an enormous sharing beauty information through digital and social media,” commented Julie Bornstein, senior vp Sephora Direct. “BeautyTalk was created in direct response to this and to meet the high demand from our clients for a place where they could engage directly with us and each other.”
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