Sephora is Driving Mobile Sales With Tinder-Like Features

Sephora has been a digital-first brand for many years now. To help relaunch the Sephora Collection — its private-label brand — the beauty retailer took a page from pop culture with two new features. Adweek reports the first feature, "swipe it shop it," uses Tinder's design to show a series of popular looks. Consumers will be able to shop looks by swiping left or right on products they would like to buy. The second feature, dubbed the "beauty uncomplicator," is a three-step questionnaire that helps people find the right makeup and tools. The new features should be rolling out sometime in september.

Total Retail's Take: Bring on the makeup madlibs! I'm aways impressed by Sephora's use of technology, in-store and online. While Dr. Pepper and Dentyne have run similar ads on Tinder, Sephora is the first beauty brand to test out polling ads on the dating website. I'm interested to see how many people swipe right on this digital campaign.