Sephora: 4E's Framework for Social Media

I think Sephora does a excellent job of marketing on social media. They were one of the first beauty retail companies to be more digitally inclined and it has definitely been beneficial for them.

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Sephora excites their customers about new products and ideas by using their own mobile application and social media applications, like Instagram, Facebook, Snapchat, and YouTube.  They communicate new products, deals, and promotions to their customers daily. When you follow the company on social media, you get to see the product on a model not just the product in its packaging. They'll explain how to use the product. That kind of brings the element of excitement for me. I’m like oh; I’d like to try that! Then I’ll either buy the product  at the store, their website, or on their mobile application. If you shop at Sephora regularly, having the Sephora app is a must!  With their app, you get notifications on their new beauty offers. These mobile offers can include anything from free samples, new products, and markdowns on products.  VIB, (very important beauty insider), is their rewards program. Every dollar you spend equals to one point. Every month they have different rewards products that you can buy with your points. The online site and mobile application will give you a list of products that you might like based on your purchase history and products that you’ve viewed recently.  It's almost like they had pick products for me to try! How cool is that!?

I believe Sephora is able to keep their competitive advantage by educating the customers through YouTube and blogging tools like twitter.  They’re able to grab the attention of potential customers and educate them about their products. This is a great platform for them to set themselves apart from other beauty retail stores. 

They make it easy for us to  experience their products and services through social media applications. Sephora explains how the products work, what’s in the products, and how to use them on social media sites, like  YouTube, Instagram, and Snapchat. They have quick and easy tutorials on Instagram and Snapchat. If you want a longer,  more thorough tutorial, you should go to their Facebook page or their YouTube channel.   As I mentioned on my last post, you can also watch HOW TO videos on their website and mobile app.  One of my favorite things to do with the Sephora app is the VIRTUAL ARTIST.  This tool will use the front facing camera on your smartphone and it’ll focus on your lips and overlay the color lip color that you pick on your lips.  You can swipe through different shades of color and brands.  This allows us to try on all of the lip shades that Sephora offers without having to go to the store to physically try them! I’m obsessed with this tool! I can try on lipstick shades whenever and wherever I want!

Sephora also has many ways of engaging with the customer. Engaging with the customers is important for them because they receive feedback and it has the potential of making customers loyal to the brand. Sephora makes it easy for customers to do this through social media because they can just comment on their posts on Facebook, Instagram, twitter, and YouTube.  Customers also engage with Sephora through blogging and microblogging. They are able to give negative or positive reviews on the company.  We,  as the customers,  can let them know exactly how we feel about their products and services.