Beauty retailer takes cue from dating app

Sephora continues to innovate to drive mobile growth.



The retailer announced it is deploying two new interactive tools as part of a campaign to relaunch its private-label brand, Sephora Collection.



"There are literally hundreds of options across every beauty category in Sephora Collection, so in addition to a new, easier to shop look in store, we've developed two mobile-first digital tools that allow her to interact and engage with the brand in her own terms," said Deborah Yeh, senior VP of marketing and brand for Sephora.



In addition, the chain is partnering with popular dating app Tinder. It will be the first beauty brand to utilize Tinder's new polling feature in a creative campaign. Users will be able to swipe on beauty statements within the app to discover their product match.



The "Swipe it. Shop it." tool offers the same modern interface as dating apps like Tinder. It lets users swipe left or right on a variety of images to find products and tips based on their favorite looks.



The "Beauty Uncomplicated" tool uses a simple fill-in-the blank model to help shoppers find the product they need.



Users cite the product category, such as lips or nails, and are able to select the type of product and benefits they want to achieve by completing a statement that begins with "I want." A selection of products that meet their needs pops up immediately.