Done well, Sephora’s shopping platform could be a gamechanger. Launched two weeks ago, its new Beauty Board is a Pinterest-esque gallery of user-generated photos, which customers engage with, posting reviews, comments and tips. It’s what beauty forums do best, but this adds an all-important shoppable component and the ability to share widely on other platforms. With mobile’s increasing importance in syncing content with commerce, I imagine we’ll be seeing a lot more brands attempting similar feats. Read more here. (more…)
Oh my! A few Marc Jacobs Beauty products have just gone on sale at Sephora.com three weeks early. Shop shop shop til you can shop no more here! But fast, cos it’s only on sale today and tomorrow (if stocks even last that long)…
We’ve finally got a first look at Marc Jacobs’ make-up line, launching at Sephora in August.
The range is extensive and colourful because Jacobs think ‘natural is a little lazy’. There will be foundations, concealers, powders, lip colours, eyeliners, eye shadows, nail polishes and bronzers. And it looks as if they’re going to market some of the products as unisex, including the Lip Lock Moisture Balm, Brow Tamer Grooming Gel, and Remedy Concealer Pen (maybe we’ll see Harry Brant in the ad campaign). (more…)
I often trawl The Fashion Spot forums to research new fashion ad campaigns and magazine editorials but I’m not so well up on the beauty forums. The New York Times has an interesting piece on beauty review sites like She Said Beauty and Pampadour, which let consumers talk to each other about beauty products before they buy. Sephora’s beauty network, Beauty Talk gives its super-users advance info on new products which is a nice perk as well as a good way to keep them contributing to the site (unsurprisingly, Beauty Talk members spend more money on the site than regular customers). Read the story here…
This summer is shaping up to be quite the celebration of all things Italian. Prada’s IPO, Firenze4Ever and Versace dominated June, while so far, Masters of Style and Dolce & Gabbana (just launched their own etail site and now stocked at Net-a-Porter and Mr Porter) have taken over July. This weekend sees more Italia loving with the Ellesse heritage pop-up boutique (at 77 Redchurch St, E2) screening stylish Italian movie classics. Adding to the fun, Wah Nails will be on hand to add some suitably colourful cheer to your nails with a special menu of Ellesse-inspired designs (above).
In other nail news, the one woman dynamo that is Sophy Robson has only gone and developed a range of nail art in collaboration with OPI and Sephora! There are also nail art ‘recipes’ and how-to videos as part of the package. How ‘wow’ are these cherry blossom nails?
[Image credit: Cherry Blossom nails via SophyRobson.com]