Twitter…Instagram…Pinterest…Sephora? Sephora – Social Shopping, a New Social Platform
What happens when a brand makes its own social media outlet?
Consider brand Sephora: Sephora recently launched its own “Beauty Board,” which acts as a combination of Pinterest and Tumblr. The interactive, user-generated “showroom” encourages users to post photos that incorporate Sephora products, which are themselves linked directly to their company website page on which the product is listed for purchase. The new social widget is also user friendly: you can post photos straight from your mobile phone, apps or computer.
Chief marketing officer, Julie Bornstein, explains the rationale behind this new social platform, which is strategically capitalizing on the “selfies” trend found in almost every social media outlet: “The concept is that pictures are everywhere, and we know that beauty lovers love to see ideas for looks and products to buy, Beauty Board is taking a lot of what consumers at large are doing and making it more practical — a place for consumers to browse for inspiration and discover products to buy at sephora.com.”
Since 2012, Sephora has increased in Energized Differentiation and Esteem, while plateauing in Relevance, defined by consumer connection to the brand.The Beauty Board can help narrow this gap between brand and consumer by encouraging consumers to engage directly with the brand and brand audience--especially since social media is so pervasive.
Additionally, Sephora is in an advantaegous position to expand upon its “Social” brand personality, which is currently only one of its midrange brand personality traits.
Although Sephora is already active in the social media sphere, with its strong presence on top platforms including Facebook, Twitter, Instagram and Pinterest, it is setting a new standard for brands' utilization of social media, and this innovative social strategy will no doubt increase brand awareness and customer conversion.