French cosmetics brand Sephora has enabled photo sharing through its iPhone app through the Beauty Board function: this "should strengthen the bonds between the fans through an online community".
“Strengthen brand loyalty"
Beauty Board enables consumers to take and upload pictures to the board, where others can view the images, giving them inspiration for their own creations. Each picture will explain the techniques used and which Sephora products may help in creating the same feeling. Obviously, these products can immediately be purchased through the app.
"Sephora sees mobile not only as a device to purchase on, but a device which can assist and enrich the user’s experience with the brand", Esha Shah, strategy manager at American marketing firm Fetch told Mobile Commerce Daily. "Adding a social component into the user experience is a smart move because it gives their consumers a new and more organic way to interact with the brand."