Beauty How Brands Like Lululemon Encourage Interaction With Collective Experiences

Digital and physical activations from festivals to book clubs bring fans closer to the brand, moving beyond product offerings to offer social events that foster engagement and drive awareness

Brand Activation & Immersion How Brands Like Floyd Drive Loyalty By Involving Consumers In Product Development

Retailers like Target and Sephora are turning to consumers in order to gather data, gauge desires and develop product assortments or experience offerings

Loyalty & Membership Google's Home Hub Lets Sephora Fans Watch Makeup Tutorials On Their Vanity

In a bid to dominate the voice category, Google designed a Home Hub device that lets owners use verbal commands to access Sephora's app content, including podcasts, YouTube videos, expert advice and more, as well as schedule in-store appointments

Merchandising & Curation With A New York Storefront, Follain Founder Tara Foley Is Building A Clean Beauty Mini-Empire

The clean beauty retailer is combining upscale design and a welcoming atmosphere to build a dedicated community of customers, both online and off

Events As Its First Beauty Convention, Sephora Hosted A Two-Day House Party

Comprising three floors, 50 brands and myriad instagrammable moments, the festival-style Sephoria event offered beauty fans unique experiential shopping opportunities and activations

Fashion & Apparel How Luxury Brands Like Fendi And Sephora Are Engaging Customers With Immersive Pop-Ups And Conventions

From Roman piazza-inspired pop-ups to 'phygital' interactive experiences, retailers are continuing to develop immersive activations that showcase as well as educate consumers on the latest product offerings

Packaging & Product Engagement Sephora Partnership Offers Customers Exclusive K-Beauty Line

Sephora's collaboration with Memebox is intended to capitalize on the popularity of the K-beauty market to differentiate the former's brand while widening the latter's consumer base

Post Purchase Service & Support Glossier Taps Social Commerce By Creating Its Own Network

The online beauty retailer hopes to drive sales by connecting customers who can discuss and review the cosmetics, leveraging the lucrative power of social commerce

Beauty Beauty Subscription Box Offers Members Full-Sized Products Monthly

In a bid to compete with larger beauty retailers, Ipsy is moving beyond offering just sample sizes and is providing members with curated full-size items each month

Customer Experience Journey Walmart Files VR Patent For At-Home Shopping, But How Do Consumers Feel?

The retailer is ramping up its push toward more tech-centric shopping with a 3D virtual showroom, but consumer uncertainty regarding the effectiveness of virtual reality tools remains

Brand Activation & Immersion Clean Beauty Pop-Up Program Cultivates Consumer Relationships Through Wellness Initiatives

The Shops at Columbus Circle featured retailers like Aveda and Sephora in a one-day event focusing on clean beauty, mindful eating and more, promoting brands by offering visitors immersive, one-on-one beauty services and resources

Shopper Marketing & Promotions Facebook Allows Consumers To Test Products Through AR-Enabled Ads

After creating augmented reality ads with Michael Kors, Facebook is working with beauty brands like Sephora and NYX to offer all-important pre-purchase virtual trials for online sales, helping to build customer confidence

Loyalty & Membership Perfume Line Uses Raw Ingredients From Conflict Zones To Support Victims

Now sold at Sephora, beauty brand 7 Virtues is working with local suppliers in the hopes of helping farmers from rebuilding nations

Advertising Sephora Celebrates Year 20 With An Immersive House Of Beauty

Over two days this fall, SEPHORiA will invite guests to explore interactive rooms and beauty activities