Sephora Launches Social Media Platform
In Order to increase customer interaction and sell more products Sephora which will launch its own social media platform in March. Called Beauty Board, the platform adds a photo-gallery-like experience and links it to Sephora’s other social media communities — Beauty Talk, The Glossy and Sephora TV. Users will be able to upload and share their own photos and click on others to see product details and shop any products that are tagged in the photo as well as read reviews and look at instructions by other users. There will be Web, iOS and mobile Web functionality so users can upload photos via mobile devices, and Sephora’s brick-and-mortar doors will have their own profiles on the platform, driving content and in-store engagement.
The platform is designed to log the user into all of Sephora’s social media and purchasing options with one log-in. Users will be able to identify other users and search for other content by the people who write what they enjoy, as well as search by look, such as a nontraditional smoky eye.
Prabal Gurung Launches First Print Campaign
For his first print advertising campaign, Prabal Gurung called on lensman Dan Jackson to shoot Liya Kebede. With Christopher Simmonds handling the creative direction and Tiina Laakkonen styling, the images feature the model standing strong with arms akimbo opposite a shot of a metallic rose afire.
The spring ads will run solely in Out of Order but to lay the kindling — so to speak — the designer’s creative team has posted an animated short of a burning rose on Instagram, with a slow reveal of Kebede’s face to follow. The Julian Watson Agency’s Shon made sure that every hair was whisked away and Art & Commerce’s Hannah Murray finessed the model’s makeup
Birchbox Collaborates with Us Weekly
Birchbox is getting into the spirit of awards season with a Step and Repeat box, launching in February, full of products inspired by recent red-carpet trends. Featuring brands like Smashbox, OPI and Dr. Brandt, the February Birchbox was curated by Us Weekly beauty editor Gwen Flamberg and will be available to the brand’s more than 400,000 subscribers and those who sign up for the monthly beauty box service before Feb. 15. Customers looking to subscribe can visit birchbox.com/usweekly. In addition, on March 2, after the Oscars, Birchbox will introduce an online shop based on the night’s trends. This past year, Birchbox has partnered with a number of retailers, brands and entertainment outlets including Madewell, Anne Taylor and the USA Network’s “Suits” for Birchbox Man. The brand’s most recent collaborator, announced this fall, is JetBlue, for whom Birchbox created an exclusive amenities kit for its new premium cabins, set to take off on June 15.
– Selicia A. Walker
Source: WWDSee the Top Ten Summer 2016 Trends for Women Over 40