Sephora's Creator Platform Launch | Fast Five Shorts
In this week’s Omni Talk Retail Fast Five, sponsored by the A&M Consumer and Retail Group, Mirakl, Ocampo Capital, Infios, and Quorso, A&M’s Joanna Rangarajan and Mohit Mohal joined Chris and Anne to analyze Sephora's launch of My Sephora Storefront, giving influencers customizable digital storefronts. With 70-75% of beauty purchases influenced by social media, we explore how this platform eliminates friction for creators and followers while positioning Sephora for AI-powered discovery. Our panel discusses the benefits for all parties and whether this move is transformational or evolutionary!
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#Sephora #ecommerce #retailfulfillment #MySephoraStorefront #Creator #influencers
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Transcript
Fora has debuted My Sephora Storefront, an affiliate platform that gives us influencers a new opportunity to build shoppable digital storefronts and share product recommendations with their followers.
Speaker A:According to Retail Touchpoints, the platform is integrated into sephora.com and the Sephora app and it offers the following 1.
Speaker A:Fully customizable digital storefronts 2.
Speaker A:Shareable shoppable links optimized for all major social platforms 3.
Speaker A:Access to Sephora's Beauty Insider loyalty program, including popular brands and the latest product searches.
Speaker B:4.
Speaker A:Year round commission opportunities.
Speaker A:Yes, please.
Speaker A:And 5 full integration with Sephora's data analytics and performance insights.
Speaker A:And I'm actually going to go to you first on this one.
Speaker A:I'm curious, are you buying into the hype that the Sephora team is building up quite a bit on social media over the past week around the launch of My Sephora Storefront?
Speaker C:I'm buying it because hook, line and sinker.
Speaker C:Hook, line and sinker.
Speaker C:I think that there's a lot of benefit coming to all parties involved from this.
Speaker C:Number one, it's great for Sephora because it'll attract more influencers to the platform.
Speaker C:It's easier to use.
Speaker C:It gets Sephora more content to Mohead and Joanna's earlier points in the last story because they'll show up in language based searches because these content creators are the ones that are going deep on like what, what should I wear for my fall family photos?
Speaker C:What makeup look should I wear?
Speaker C:Like they're doing content that specifically serves that context.
Speaker C:So I think that's great for Sephora because now people are going to be landing directly on these Sephora pages.
Speaker C:They're still being able to link all of their rewards programs which are huge for Sephora shoppers.
Speaker C:And best of all, they're only paying for that content when something sells.
Speaker C:So if Sephora isn't making a huge upfront investment here in, in, you know, all the content to show up on those language based searches and then finally, you know, for the influencers, it cuts out these LTK or shop my searches.
Speaker C:It's really clunky still for followers to get, you know, to this person's page, log in, then get directed to Sephora to buy the product that they're looking for.
Speaker C:It's completely frictionless and I think the, the more that people buy, the better for the influencers, the better for Sephora.
Speaker A:Okay, so you're all in.
Speaker A:You're all in.
Speaker C:Yeah.
Speaker A:Jumping into the deep end of the pool.
Speaker A:What do you think?
Speaker D:You know, just listening to this conversation and the Things which we talked about, I, I envision maybe two or three years down the line we are doing this show and if you want to buy something, we just close our eyes and think about it.
Speaker D:I'm kidding.
Speaker D:But that's the future, right?
Speaker D:That's the future of, you know, frictionless integration between machines and, you know, our day to day lives.
Speaker D:But if you kind of think about this, listen, right, Beauty is one sector which has been probably one of the biggest benefactors of social.
Speaker D:Almost 70, 75% of beauty purchases are influenced by some kind of social media or influencer marketing.
Speaker D:We all know that, you know, anywhere between 75 to 80% of that discovery as it relates to new brands and new products is influenced by social.
Speaker D:So those are some very, very big numbers.
Speaker D:I think what Sephora has built here, to Ann's point, is a very lucrative and frictionless platform.
Speaker D:The question in my mind is what creators and expert voices are already part of this ecosystem now and how many are they able to successfully get onto the system?
Speaker D:And if, if that is, if that, let's just say if that is true, this is going to be a huge, huge traffic driver.
Speaker D:It's going to be a game changer for Sephora.
Speaker D:So yeah, I mean it all kind of depends into, you know, adoption and the quality of people who, who we can, who they can sign up for, for this platform.
Speaker A:Okay, Joanne, are, what do you think?
Speaker A:Joanne, are you, are you in alignment with these two or do you, do you want to take a different spin here?
Speaker B:I, I'm sad and boring and I think that I, I am in alignment that I, I like the idea of this and I think that Sephora had a great, a great idea in how to, how to connect these influencers.
Speaker B:Knowing the stats that Mohit shared, knowing that just in general, 60% of consumers are doing all of their beauty research online as well.
Speaker B:So we can see all of, all of the, the benefit of that traffic.
Speaker B:I think the, the question I had was how it's going to connect from social to the, the Sephora store itself.
Speaker B:Because all those people are, you know, the 70% and the 75s that Mohit were mentioning are on social and so how we're going to get them over to the, my Sephora, I think is, is a big question mark.
Speaker B:But if we do that successfully, you know, the digital shelf is there, I can shop it.
Speaker B:And I think Ann, you were spot on.
Speaker B:This is perfect and perfectly ripe for very specific niche searches like the example that you gave where I would much rather go through a curated lens than try and go it alone in compiling all the things that I need to meet that particular solution.
Speaker A:Yeah, it's a great point.
Speaker A:It does feel like a preemptive generative engine optimization move like we were talking about earlier, which is why, why intentionally put these headlines right next to each other?
Speaker A:I'm a little bit in your.
Speaker B:Oh, go ahead, Sephora.
Speaker B:I mean, Sephora clearly wins here, though, on the analytics piece that you mentioned earlier.
Speaker B:And just the enhanced level of customer data that they're going to be getting from this and it'll also likely expand the Beauty Insider program as well, so that can continue to help them refine more customized assortments for, for their customers going forward based on the data that ought to come from this.
Speaker A:Yeah, and my hunch too is if, if this is going to work and they're going to do it successfully, they're going to make the click to buy from social into this platform very easy.
Speaker A:Because that is the key thing if you're an influencer.
Speaker A:If you're an influencer, that's what you care about the most.
Speaker A:And so if that's where you're investing, that's why this is a good move.
Speaker A:But I'm a little bit with you too.
Speaker A:Like, I, I, I think this is smart.
Speaker A:I think it's the right move for geo, for making influencers sell, be able to sell their products more quickly and easy by way of Sephora and their connections with Sephora.
Speaker A:But I don't, I don't think it's like transformational.
Speaker A:I think this is just like an evolution of what we've seen before.
Speaker A:We've seen other companies do this.
Speaker A:We talked about on our show.
Speaker A:I think DSG was one and if I'm not mistaken, it's, you know, trying to take a very similar approach.
Speaker A:So I, yeah, I just think it's good retailing at the end of the day.
Speaker A:I don't think it's, it's not like this transformational, like, oh, this is going to blow the doors off everything.
Speaker A:But, but it is a good way to keep your influencer base happy and to prepare for the future.
Speaker C:Yeah, probably transformational more from an internal perspective, like how they're doing these programs and how they've done these programs for years because it did not operate this way for them.
Speaker C:It's really taking it through the lens of, you know, how do we, how do we serve all of these points and get the benefits that Joanna just talked about, the mohead that you talked about, I mean, I think that's the real change for them is internally how they're handling these versus just part of partnering with an influencer, paying them some money and crossing fingers and hoping that that results in conversion.
Speaker C:So, yeah, but we have heard from.
Speaker A:We have real quick.
Speaker A:Yeah, we have heard from a lot of people we've talked to like that the differences in influencers deciding which retailers they want to align with comes down to who makes it easiest to transact.
Speaker C:Yes.
Speaker C:A hundred percent.
Speaker A:That is a real battlefield here.
Speaker C:Yep.
Speaker C:And really allows them, in this case, to put their own personal spin on it.
Speaker C:Not just a bunch of products listed on white like, you know, a product listing page.
Speaker C:It's it's really personalized and curated to this person and their following.
