Forbes + CommerceNext: How Sephora Makes Beauty A Two-Way Conversation
Rachel Klein
April 17, 2018
ARTICLE SUMMARY: From affordable luxury brand stocking stuffers to quick, expert makeup color matches, Sephora is the trusted, go-to beauty resource for masses of consumers. We know this company has plenty of beauty secrets to impart, but what are its marketing secrets that bring this brand to the top of the retail chain? It’s all in the social — Sephora’s social media strategy aims to make beauty relatable, to make it reachable, and to make it communal. Reaching into every far corner of the app world, Sephora’s social media strategy extends from tweens to mature mothers. Every channel (e.g. Facebook, Instagram, Snapchat, Kik,
