Sephora upgarded its digital strategy by rolling out a "social and mobile makeover," by integrating Pinterest and Instagram into its website and using iPads and iPhones to boost sales.
On Sephora's online store, every item has a "Pin It" button, so users can add the item on their Pinterest boards.
Sephora employees, who have the privilege to try every product, also promote their favorite products on their boards.
A new feed was added on Instagram, allowing customers to peek into the behind-the-scene stories of the brand and its staff, and acquire some trend tips.
The beauty chain also launched an updated mobile website, as well as a new program using iPads and iPod touch to boost in-store sales.
Customers can use their iPhones to scan products in Sephora stores, and read reviews. The stores now have iPads available for customers to navigate the website.
Store associates are now equipped with iPod touch point-of-sale devices, used to make purchases at the spot.
“Beauty has passionate shoppers, and Sephora is the mecca of beauty” Julie Bornstein, Senior Vice President of Sephora Direct told Mashable.
"With social, digital, mobile and website updates, we’re giving our clients the most personalized experience ever seen in the beauty industry, and connecting clients with our experts in ways that are most relevant to them. We’re excited to makeover the future of shopping.”
The updates represent "beauty meets intelligence,” Bornstein said.
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