in the news
September 29, 2010
Sephora Launches BeautyTalk, an Online Community for the Beauty Obsessed
Today, Lithium customer, Sephora, unveiled the beta version of their interactive beauty space, BeautyTalk, which can be accessed from a tab on Sephora.com called "Beauty Advice," as well as a tab on their Facebook page. The community will merge both professional and real-women advice for clients to engage in the medium they feel most comfortable. Users can trade advice on discussion boards, ask questions to online experts, watch video tutorials from the Sephora Pro Team, get tips from celebrities, and read relevant articles from Sephora's blog, Beauty and the Blog.
Sephora first saw a space for BeautyTalk after launching Ratings and Reviews on their site in 2008. The response was immediate, and massive – Bare Escentuals' BareMinerals Foundation garnered about 1000 reviews on the first day – and, according to Bornstein, the most highly reviewed product now has over 15,000 reviews, with total reviews on the site nearing 825,000. Clients clearly want to talk, and they took their discussion to Sephora's Facebook page, which has grown to 801,000 fans since its launch in 2008, and every day hosts active discussions on its wall.
BeautyTalk will tie together all of these social media mediums, using technology developed by Lithium -- a company that specializes on social media customer relationship programs -- that aims to surpass competitors with better archiving technology, and a more robust and user-friendly experience.