With the inception of YouTube, the era of the beauty blogger was launched. What was once limited to pictures and written words on the Web has been transformed into a live community featuring how-to tutorials, reviews and giant hauls.
According to recent data from OpenSlate, the top 100 beauty and style channels on YouTube pull in an average of 582 million views each month.
Wanting to capitalize on this growing market, Sephora, the United States’ biggest beauty retailer in a $58.79 billion industry, created the Sephora Innovation Lab in March. According to DigiDay, after its launch, Sephora began to create digital experiences for its customers such as virtual make-up application, expedited shipping membership and most importantly a vast array of videos.
Sephora has used the integration of YouTube on its website to showcase the most basic application techniques and the latest trends in the industry. With a YouTube channel of more than 300,000 subscribers, the retailer plans to use its platform in stores as well.
The company’s new mobile app, Sephora to Go, allows consumers exclusive in-store access to YouTube interviews, tutorials and product reviews. The company also integrated a shoppable ad feature, which has led to a reported 80-percent lift in consideration and a 54-percent lift in ad recall.
Jessica Navas, chief planning officer at Erwin Penland, Sephora’s marketing agency, has noted a double incentive for customers. Not only do they have the background on a makeup technique or product, they have a clear pathway to checkout.
“It’s the balance of information and inspiration,” said Navas. “You get the information when you need it, plus the quick gratification of a purchase. Not to mention, for lots of women, it’s fun.”