Hot Concepts: Sephora Goes Big in Digital

Striving to be a digital leader in beauty retail, Sephora is feverishly developing new technologies. Among the most recent developments are:

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  Beacons: Sephora will be using Beacons in stores to deliver timely, personalized alerts to clients who opt-in. Shoppers can receive birthday alerts, loyalty program updates and be notified when new trainings are happening in-store.


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  Pocket Contour: Sephora will be releasing a new digital experience in partnership with Map My Beauty, the first-of-its-kind cross-platform personal virtual makeup artist application, that takes the mystery out of contouring, a growing consumer trend in beauty. By analyzing a user’s photo on mobile, the app helps identify face-shape, and provides personalized step-by-step guidance on how to apply makeup for the perfect contoured look.


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  Augmented Reality: The beauty retailer has created its first augmented reality experience via the Sephora-To-Go mobile app for iPhone. Launching in April, customers can engage with custom content by hovering over nine brand founder faces — such as Josie Maran, Laura Mercier, Kat Von D — featured in the Sephora windows and display cases. Scanning each image will show such content options as brand founder interviews, product videos, animated GIFs, YouTube playlists and product pages on Sephora.com, all without leaving the app.


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  Sephora Flash: Sephora Flash allows customers free two-day shipping on all products. Flash is free for Rouge Beauty Insider members, and $10 a year for all non-Rouge members.