Sephora’s social shopping platform with UGC

A marketing campaign by Sephora showed how user-generated content can play a role in the comeback of a traditional brick-and-mortar store

Spotted: Sephora’s marketing campaign for the Beauty Insider Community was a great example of a traditional retail brand utilising social media platforms to shift the business towards a more UGC-based focus. It enabled shoppers in their community to communicate directly with beauty experts and fellow shoppers alike, helping them make better-informed decisions about their purchases. 

While encouraging users to actively participate in the community, the campaign also allowed anyone to be an “expert” as they can review a product based on their own experience.

Using UGC influence, Sephora’s campaign created a “micro-influencer” base of users who are actually fans of the product or company. The campaign was also successful using UGC as visual commerce. Not only were users able to review the products, they were also able to post pictures alongside their recommendations.