Sephora Makes Over Website, Adds iPads In Stores

San Francisco-based Sephora unveiled its social and mobile makeover, including a new personalized web experience, new mobile website, iPhone app and iOS devices in more than 100 stores. The beauty retailer has also integrated Pinterest to its site by adding “Pin It” buttons to every product and brand page.

“Digital is a must for the future of retailing,” said Julie Bornstein, senior vp, Sephora Direct. “With the social, digital, mobile and website updates, we're giving our clients the most customizable experience in the beauty industry, and connecting clients with our experts in the ways that are most relevant to them. We're excited to makeover the future of shopping.”

Each product on Sephora.com has been tagged and indexed with 25 different characteristics, including relevant data like target age group, specific ingredients, formulations, fragrance and price. The site also houses more product images and time-saving checkout. Shoppers can also use the website to check in-store availability.

The Pinterest “Pin It” button allows users to pin any of the 14,000 products from the Sephora website, as well as check out Sephora inspiration boards, highlighting current looks and new products.

As part of Sephora's mobile focus, the retailer is also testing iPads in stores, with 20 locations outfitted with the Apple devices. Staff will also carry iPod Touch units to help clients find and research products through the Sephora app.

“Some retailers are afraid to allow devices in their stores, but we embrace it,” said Bridget Dolan, vp, Interactive Media, Sephora. “We're bridging the online and offline world, and making it as easy as possible to find the products you want, in a way that's cool, familiar, and helpful.”