Sephora Launches New Technologies
Sephora is focusing on developing new strategies and technologies for omnichannel retailing. The leading beauty retailer recently unveiled its new Innovation Lab, which will focus on the development of new strategies and technologies for both in-store and mobile shopping. The Innovation Lab is designed as a space where the Sephora team can “ideate, test, dream, experiment and learn.” The Innovation Lab team will be responsible for sourcing, developing, evaluating, testing and eventually launching new offerings and technologies for both in-store and mobile shopping.
Shopping for cosmetics at Sephora stores is meant to be a hands-on experience. Through more than 360 stand-alone stores in North America and another 430 inside JCPenney department stores, Sephora USA takes a self-service approach to buying makeup, fragrances, and skin care products. The company offers more than 200 brands of prestige products, including its own-brand products, all of which customers are encouraged to sample. Sephora continues to expand its own-label assortment.
In conjunction with the debut of the Innovation Lab, Sephora USA announced the rollout of Sephora Flash. This Amazon Prime-styled subscription service, offers customers multiple shipping benefits, including free two-day shipping on all products. The subscription costs $10 a year. Sephora also recently launched The Beauty Board, a social shopping platform that lets users share photos and beauty advice, and features direct links to the brand’s site. Sephora has always aimed to make its offerings more innovative and unique.