Sephora: Facebook success

Mon 25 June 2012 12:10, Tamara Yadvichuk

Chain of beauty stores Sephora has recently finished a great 15-day campaign which allowed the beauty brand to enlarge its impressive 3 million fan base and engage even more users. Take a look at the details.

The market for cosmetics and other beauty products has always provided a fruitful ground for social interaction: discussion forums, how-to’s and beauty tips are sought out and provided by a huge community of women interested in good looks. Sephora store chain provides a platform for such a community and uses it to its own advantage as 3.5 million Facebook fans comment on, like and share its content.

So what is it that Sephora does on its Facebook page to engage users?

1) Provides a forum space for fans to interact, discuss beauty issues and get lots of tips
2) Gathers users’ feedback on their products and services
3) Offers a fan-only weekly gift or another exclusive perk on ‘Fan Fridays’

Sephora’s recent campaign called “15 Days of Beauty Thrills” featured a series of daily sweepstakes with prizes such as a Fiat with a Gucci interior and a trip for two to LA, plus “mini thrills” in the form of different cosmetic products given away every day. A fan-gate of the Facebook app encouraged users to like Sephora’s page for an exclusive preview of tomorrow’s “thrill”.

According to the company’s SVP of digital, this campaign made Sephora’s fan base grow six times faster. But of course, its success was built upon the results of Sephora’s regular social media activity which engages hundreds of users every day!

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