Bill Hanifin
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“Product addiction can be a beautiful thing” Hmmmm. I guess in the world of cosmetics I would have to agree. For all those passionate Sephora customers “addicted to beauty”, there’s a new way to share your love of Sephora products with your friends and connections on social networks.
Beauty Board is an Instagram-like addition to Sephora’s existing iPhone mobile app. It lets members of the company’s Beauty Insider loyalty program upload selfies of their favorite look using Sephora products, or have fun taking photos for their personal viewing whenever they are inspired.
Sephora is a good example of the move to Contextual Loyalty™ by many specialty retail brands. The Beauty Insider program not only awards goodies for purchases, but offers practical features like My Beauty Bag, a place where members can organize their product purchases, track favorites for later purchase, and generally speaking plan their next wave of beauty enhancement. For all the girls I know, I think that equates to a lot of fun.
And what’s the most natural activity that might follow a make-over session with your girl-friends? How about taking a few pictures and sharing them around. That’s where Beauty Board comes in to play. Sephora continues to go through it’s own loyalty makeover by adding mobile and social marketing elements to its loyalty program.
That’s just beautiful.
