Sephora delivers a beautiful experience for pinners
With more than 250 brands and 14,000 products, Sephora boasts one of the world’s largest and most diverse selection of beauty products. Daily beauty inspiration is their specialty.
- Make it easy to pin from Sephora.com
- Use email to encourage Pinterest engagement
- Encourage clients to pin their beauty ‘shopping lists’
Pinterest is the perfect venue to visually share shoppable new products, how-to’s, and cool images. It’s a place to get inspired by beauty.
Julie Bornstein, CMO & Chief Digital Officer
Sephora makes pinning easy as 1-2-3
In early 2012, Sephora noticed an emerging beauty trend—Pinterest users were regularly saving their favorite beauty products and inspiration onto Pinterest boards, and many of those images were from Sephora. As a result, a growing number of potential clients were discovering Sephora products on Pinterest, and visiting Sephora.com. To help improve the discoverability of their brand and make it easier for their clients to save and share their favorite beauty products, the Sephora team added the Pin It button to tens of thousands of product pages during a major website redesign.
Sephora coordinated the introduction of Pin It buttons with the “Sephora Color Wash” campaign, aimed at helping pinners get acquainted with their site’s new look. Pinners participating in the campaign were encouraged to find and pin color-coordinated beauty treasures on Sephora.com, giving them more opportunities to use improved site features like search and navigation. Within a few short months Pinterest became a top 10 referring site for sephora.com.
“Sephora and Pinterest were a natural fit together for beauty aficionados. We wanted to increase the awareness of our brand and bring Sephora into their daily Pinterest lives, so we made it even easier for our clients to do what was coming naturally.”
Connecting with pinners through email
Marketing emails are one of Sephora’s primary client engagement programs. Naturally, they wanted to experiment with ways to use email to drive pinning activity. In addition to regularly including links to their Pinterest account in email footers, Sephora also creates Pinterest-centric emails and enables people to pin products from directly within the email. To help drive a more connected experience with Sephora’s Pinterest profile, they create new boards that reflect the design of their emails, such as the Color Blocking board, which appeared in a fall 2012 email.
Pinnable emails result in significantly increased pinning activity for the products featured. The Color Blocking email generated more than 14,000 repins. Two of the most repinned images to date were featured in a Pinterest email that went out to their entire client list. In the month following the first email campaign, Sephora also saw 60% growth in traffic from Pinterest.
“We realize that clients are busy and don’t always have time to immediately purchase products from our emails. We wanted to make it easy for them to save for later if they saw something they liked, but weren’t quite ready to buy.”
Sephora creates a shoppable experience on Pinterest
With nearly 140,000 followers and 2,500 pins, Sephora knows what their beauty community wants. By using Pinterest Web Analytics to observe the kinds of content that get the most pins and repins, they have come to learn which content will be popular with pinners—such as beauty lists, color swatches, and face charts. One particularly successful strategy is the use of boards to store “It Lists.” These are curated by Sephora staff, and make it easy to highlight authentic favorite products of Sephora staffers as well as any special product tips and tricks. Sephora clients can pin these products to their own lists as favorites or later purchases.
Sephora’s focus on sharing their beauty expertise has resulted in nurturing a highly qualified audience. The average Pinterest follower spends 15 times more money on Sephora.com than the average Facebook fan.
“We get asked quite often which are our favorite products. Until now, there wasn’t an easy or scalable place to share the story of our staff’s “It Lists.” We wanted to share our expertise, and encourage clients to save their own. It helps them remember which products they are interested in, and makes it easy for them to find them when they are ready to shop. This has become one of our most followed boards. Based on our success with lists so far, we’re now looking to create even more ways for us to share lists like this to continue our engagement with our pinners.”
When we create content for our site or emails, we think of additional ways that we can help the story along on Pinterest. We use web analytics to look at top pins, test quote layouts from brand founders, and try different product shots—we spend time learning about what works and experiment often to get it right.
Julie Bornstein, CMO & Chief Digital Officer
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