Make-up brand Sephora looked to dating app Tinder for its new ad campaign, with customers swiping left and right to browse the brand’s different looks.
“Create addictive shopping experiences”
Just like with Tinder, customers can use the “swipe it, shop it” feature to indicate whether they are not interested (by swiping left) or interested (by swiping right). If someone is interested, he or she can immediately buy the look on Sephora’s web shop.
“We are trying to create these really fun, addictive shopping experiences“, said Yeh. “We offer a huge range of products in every category, but we also have the full, 360-[degree] retail and digital experience in addition to that product.”
In the next few months, Sephora also wants to add customers’ pictures showing their own look. To lure in customers, Sephora will become the first beauty brand to buy advertising on Tinder with its poll feature. It will ask users to answer a few question and then get a product sample. Dr. Pepper and Dentyne have done similar ad campaigns.
Aside from ‘swipe it, shop it’, Sephora will also publish the ‘beauty uncomplicator’ feature: this will have to help visitors to easily filter Sephora’s varied product range..
