This dynamic digital marketing strategy takes its cue from YouTube beauty tutorials. WGSN Senior Editor Carlene Thomas-Bailey reports
Sephora, the beauty retailer has launched a new store with a difference, creating a digital haven that encourages consumers to film their own beauty videos.
The new San Francisco branch of Sephora has been designed with tech in mind. The centre of the store has 12 seats facing a chain of mirrors. The reason? The retailer is pushing its latest initiative “teach, inspire and play”- TIP. The TIP model means that consumers can sit down to watch beauty tutorial videos via the iPads at each station, and play with the Sephora products to get the ideal look. If they want to upload a make-up selfie that’s encouraged too, and in addition to their own accounts, the photo will appear on the retailer’s in-store beauty board for all to see.
Sephora Americas CEO Calvin McDonald told WWD: “When a client comes in and experiences Teach, Inspire, Play, she’s going to experience it on her own, she’s going to experience it through cast members, and she’s going to experience it through technology.”
“And that’s where we really see our differentiator being and how we’re going to continue to innovate.”
The store which opened on November 20, is soon to be followed by a second tech-infused TIP branch opening in Boston in February.
This video focused, beauty vlogger inspired model confirms the move by beauty retailers to engage with their consumers online just as much as offline, and in fact merge the two worlds, finding the consumer at every step of their potential buying journey. According to WGSN’s Senior Beauty Editor Theresa Yee we’re bound to see more of this: