Julie Bornstein

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

As the head of Sephora Digital, Julie Bornstein oversees the international cosmetics company's online and technological operations and strategies. For the last several years she's worked to integrate technology into the brand's physical stores and to make Sephora a force in online sales. Bornstein talked to Wired Business about the importance of offline retail in an online world and how technology can enhance the real-world retail experience.

Global beauty retailer Sephora is taking the lead in integrating online and retail shopping experiences. As Sephora Direct senior vice president Julie Bornstein told Forbes last month, "lots of retailers are hesitant to bridge the online and offline world," but Sephora is embracing the opportunity.

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