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Contourapp7/24/2023 ![]() She wants to see how the product works, see the background on it, see video from her peers, and she wants expert advice too." "For Millennials especially, video is a trusted source. ![]() I want to know, what's really in this for me? "What we've found with our online store is that more than 10% of sales happen after a women watches a video about the product," says Sephora's VP of the Innovation Lab, Bridget Dolan. My first reaction, is this just another way for advertisers to market to me? Admittedly, I'm jaded and cynical, but the last thing I need is another commercial. Continue through the store and these augmented reality background videos will pop up strategically throughout. The videos show female founders of numerous cosmetic brands, such as Laura Mercier and Kat Von D, show-and-telling why their products are so special. Right when you walk in the front of the faux-store, there's an array of augmented reality videos that play on a Sephora app on your smartphone. It's a place where the company is mixing makeup with digital concepts - hoping to give the already 60 billion dollar a year cosmetics industry a huge high tech makeover. This is Sephora's new 10,000 square foot Innovation Lab. Everything is here - except the shoppers. There are dozens of rainbow rows of every imaginable kind of makeup, surrounded by walls of perfume, skin cream, and beauty gadgets. ![]() Inside an unmarked warehouse in San Francisco's Dogpatch district, beauty retailer Sephora has created an exact replica of its chain cosmetic store. Watch Video: Inside Sephora's innovation lab
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