Sephora’s Social Savvy Launches a New Network


Whether it’s via Twitter, Instagram, SnapChat, or blog posts, beauty buffs energetically spread the news when a product is great. Now Sephora is diving deeper into the fray with its very own social network.

Known as Beauty Board (hmm, that sounds familiar), the platform will incorporate all of Sephora’s social facets in a Pinterest-like layout filled with beautiful imagery from users. In addition, the e-commerce destination will tag each product with the retailer’s information so that you can snap up directly. This new platform includes not only products and users, but looks, such as the elusive smokey eye, all of which will be searchable on Beauty Board. The network will be available through web and mobile devices, so makeup mavens can share on the go, even when they’re swatching in-store.

Don’t fret; the beauty retailer won’t block our slew of standard social channels, as the platform will incorporate Facebook and other outlets for easy sharing. “[T]his is an add-on capability, which offers a more direct shopping function than currently exists in social media,” Julie Bornstein, chief marketing and digital officer of Sephora Americas explained to Women’s Wear Daily. “It’s a hub for the products and what we think is a very useful and relevant way to get beauty ideas.”

Start prepping the perfect username, as the site is slated to launch in March!