Sephora’s new concept store takes a tech-first approach to retail, inspired by beauty vloggers
By Carlene Thomas Bailey

This dynamic digital marketing strategy takes its cue from YouTube beauty tutorials. WGSN Senior Editor Carlene Thomas-Bailey reports

Nov 30, 2015
/

Like

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:

“Bringing online technology, especially video content, into the brick and mortar store is going to be the way forward for beauty retailers in the future. Sephora’s new retail model offers a great way for consumers to experiment with cosmetic products while watching videos on how to achieve the look before purchasing.”
Yee added: “Young consumers also enjoy shopping with their friends, so this is a great platform for them to try out products in a fun, interactive space. To compete with online retailers, where the consumer can read reviews and watch how-to-videos, brick and mortar stores need to step up their game and consider integrating digital technology into the shopping experience.”
BE FIRST WITH BEAUTY: From backstage buzz during fashion weeks, to emerging street style trends, our beauty editors are constantly publishing ahead-of-the-curve trend reports to keep our subscribers informed. Find out more here 
NEED INSPIRATION? WGSN publishes 350 in-depth reports each month. That’s a seriously awe-inspiring amount of inspiration. Join WGSN.

Subscribe to WGSN

blog_ad10
Get more with a WGSN membership. Click for a demo.

Related stories

Burberry rejects Coach's multiple takeover offers

The Beauty-Full Week: Top 5 beauty gifts not to miss

1 photo
Tommy Hilfiger's “See Now, Buy Now” Runway Heads to LA for Spring 2017

Gilt.com Will Open 'Gilt at Sea' Retail Pop-Up For The Holidays

Boohoo and Nasty Gal
Boohoo and Nasty Gal = the perfect retail match?