Sephora´s Innovation Lab

Also Unveils New Digital Experiences for Customers, including Augmented Reality, Beacons, Pocket Contour and Sephora Flash.

The Luxonomist. 09/03/2015
Sephora innovation lab
Sephora innovation lab

SEPHORA, a digital leader in beauty retail,unveiled SEPHORA Innovation Lab, which will encompass both a physical space inSan Francisco, as well as programs that foster the culture of innovation development and deployment along with grooming SEPHORA’s next generation of digital leaders.

«Innovation has always been in our DNA», saidCalvin McDonald, President and CEO for SEPHORA Americas. «We disrupted beauty by being the first to offer clients access to premium beauty out from behind the department store make-up counters, and we want to keep that spirit and bold tenacity alive. The new Lab will tap the collective creativity of our 14,000 employees nationwide, grow the next generation of leaders, and elevate Sephora’s digital future».

Kat Von D Shade + Light Contour Palette S/S 2015. Make clic to buy

The Innovation Lab is a space in the Dogpatch neighborhood ofSan Franciscowhere the team can ideate, test, dream, experiment and learn. As new ideas surface, the Lab team will be responsible for sourcing, developing, evaluating, testing and eventually launching new offerings and technologies for shopping in the store and on-the-go. SEPHORA has teamed with Google, Apple and others in the past, and plans to evaluate additional strategic alliances in the future, through the Lab program.

Through its «Think Tank» program, SEPHORA Innovation Lab will groom the next generation of leaders, who will be developing the «next big idea» in retail. The Think Tank team meets monthly and works to solve for the way we shop five years from now. The Lab will also oversee «Idea Central», a program which seeks to source and deliver on ideas from employees nationwide – regardless of rank or function within the company.

Smash box Step-By-Step Contour Stick Trio S/S 2015 Sephora. Make clic to buy

«We’re completely focused on making shopping more efficient, intelligent and fun for our clients», saidJulie Bornstein, Chief Marketing and Digital Officer for SEPHORA. «We spend a lot of time walking in the shoes of our clients as inspiration for dreaming up new technologies and partnering with technology companies in the Bay Area to develop innovative solutions for new ways to shop».

SEPHORA is unveiling four new digital experiences that demonstrate SEPHORA’s digital leadership:

  • Beacons– SEPHORA will be using Beacons in-stores nationwide to deliver timely, personalized alerts to clients who opt-in. Shoppers can receive things like birthday alerts, loyalty program updates and be notified when new trainings are happening in-store.
  • Pocket Contour– SEPHORA will be releasing a new digital experience in partnership with Map My Beauty, the first-of-its-kind cross-platform personal virtual make-up artist application, that takes the mystery out of contouring, a growing consumer trend in beauty. By analyzing a photo of you on mobile, SEPHORA can help you identify your face-shape, and give you personalized step-by-step guidance on how to apply make-up for the contoured look you want to achieve.
The Innovation Lab itself is a converted warehouse near San Francisco’s Mission Bay district.
  • Augmented Reality– SEPHORA has created its first augmented reality experience for clients via the Sephora-To-Go mobile app for iPhone®. Launching in April, clients can engage with custom content by hovering over nine brand founder faces, likeJosie Maran,Laura Mercier, Kat Von D and others, featured in the SEPHORA windows and display cases. Scanning each image with augmented reality will show content options, like brand founder interviews, product videos, animated GIFs, YouTube playlists and product pages on, all without leaving the app.
  • SEPHORA Flash –Frequent shoppers who want SEPHORA products even faster can sign-up for SEPHORA Flash, which allows customers free two-day shipping on all products. Flash is free for Rouge Beauty Insider members, and$10/year for all non-Rouge members.


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