In January, Sephora announced plans to launch its own platform, known as the Beauty Board, which would be a destination for makeup junkies everywhere to learn new tips and share their favorite products. And finally, it’s here.
On Thursday morning, the Pinterest-like destination launched across all Sephora digital channels (desktop site, mobile site and iPhone/Android apps). Essentially, Beauty Board makes sharing and shopping for makeup super easy and engaging. So instead of relying on other social media platforms to post that smoky eye you’re really proud of or seek out a nail art tutorial, Beauty Board is a one-stop-shop. “Sephora is really focused on bringing content into commerce,” Bridget Dolan, vice president of interactive media at Sephora told Fashionista, “and we really think that [people] want a visual proof point [of how a product looks on].” And that’s the key: Beauty Board literally helps you try before you buy by saving information like skin type and eye color and allowing you to look for images of people with similar traits as you.
Users can post photos of their looks and tag the products they used; in turn, viewers can shop each look and buy directly from Sephora. The posts can also include reviews, comments and can be saved by clicking a heart. Better yet, it makes an otherwise gratuitous selfie seem completely necessary. So, it looks like it’s time for us to stop writing and start swiping, styling, smiling and, you guessed it, snapping selfies.