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How Sephora made user-generated content shoppable

Sephora, the beauty brand, started to use UGC in marketing when it launched Beauty Board – where everyone could browse looks in a real-time gallery and also upload their own. Sephora found a clever way to generate revenue from it: they asked customers to tag the products that they used and made the board searchable…

Sephora, the beauty brand, started to use UGC in marketing when it launched Beauty Board – where everyone could browse looks in a real-time gallery and also upload their own. Sephora found a clever way to generate revenue from it: they asked customers to tag the products that they used and made the board searchable with the possibility to add the exact product and buy it online.

Details of the campaign:

  • Active: March 2014 till now
  • Mechanics: Upload photos on a special website and tag the beauty products

“Our beauty lovers are gathering and sharing beauty tips across a variety of social properties like Instagram and Pinterest, as well as our blog and beauty community site. We took what we admire as social users to the next level by developing and integrating our newest social site, Beauty Board.”

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What they’ve achieved with UGC:

  1. 50+ unique photos a day on Beauty Board
  2. Increased sales for products mentioned on Beauty Board

 

Photos available to license on Lobster:

#sephora #makeup #people

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