Brand Watch: Sephora

Access Confidential
Cover image for  article: Brand Watch: Sephora

Consumers can now swipe left or right to find their perfect match at Sephora. The beauty retailer is tapping into the success of dating app Tinder to help re-launch its private label brand, Sephora Collection.

In a take on Tinder's functionality, Sephora's new digital site extension "Swipe it, Shop it" will allow users to swipe left or right to either reject or purchase products. Sephora will also become the first beauty brand to place ads on Tinder and the first to leverage Tinder's polling ads in a campaign set for a September launch. 

The fall campaign will mark "the biggest single ad buy that Sephora has made for the Sephora Collection brand," noted Deborah Yeh, Senior Vice President of Marketing and Brand at Sephora.

Does Sephora's investment in digital age dating hint at any trend in their media matchmaking? We turned to our sources at Access Confidential for the latest numbers.

  1. In 2015, Sephora spent nearly $30MM in measured media -- a fairly significant uptick from its 2014 total spend.
  1. The largest percentage of Sephora's ad budget has consistently been allocated to magazine, with a modest investment in digital.
  1. Illinois-based competitor Ulta Salon, Cosmetics & Fragrance, Inc. outspent Sephora in 2015 and posted a significant investment in cable TV.

Will Sephora's innovative ad play jive with all the single ladies? Or will consumers swipe left in pursuit of a real love connection? We'll stand by for the latest.

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