Style (Photo: Sephora)

(Photo: Sephora)

Sephora launches ‘Beauty Board’ social shopping platform

Published on March 13th, 2014 | by USA Today

Beauty retailer Sephora is launching its own take on social shopping with Beauty Board, a Pinterest-meets-Instagram photo-heavy platform that encourages users to share and tag their “beauty looks.”

Folks who like dabbling with different looks can upload images, tag products and offer tips on how they made it all come together. It’s available at Sephora.com, Sephora’s mobile site and via its iPhone, and Android apps. You can also share your looks on Facebook, Pinterest, Twitter, and Google+.

Social shopping is a big buzzword these days — and a bit of a holy grail — as online retailers try to get consumers to move beyond catalog-style “shop and click” experiences to something more interactive and communal.

Sephora, owned by luxury behemoth Louis Vuitton Moet Hennessy (LVMH), has enlisted “beauty influencers” including tatoo artist Kat Von D to participate in Beauty Board.

Features include filters based on interest, which let you search across the site for the skincare routines of others, for instance. You can also tag products used in posts, “love” a photo to save it for later and, of course, you can endlessly browse images as you dream up your latest look.


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