- Sephora launched a new creator-powered affiliate platform called My Sephora Storefront, according to a press release. The application process for creators is live now and the storefronts will reportedly launch in October.
- The program allows U.S. influencers to construct shoppable digital storefronts and share curated product recommendations on social media via shoppable links. It is integrated into Sephora’s website and app so shoppers can discover and make purchases without leaving the Sephora ecosystem.
- The program was built with Motom, a technology company specializing in creator commerce affiliate platforms. The news marks the subsequent milestone in Sephora’s social media and creator strategies, per release details, and arrives as sales from affiliate marketing proceed to grow.
Sephora is bringing the advantages of affiliate marketing to its own ecosystem with My Sephora Storefront. The move sees the beauty retailer looking to bypass popular affiliate platforms like ShopMy and LTK, the latter of which captures over 150,000 content creators and 1 million brands, and convey creators and their fans directly to its e-commerce sites. Affiliate marketing is anticipated to drive over $210 billion in U.S. e-commerce sales this 12 months and nearly $280 billion in sales by 2028, per eMarketer, which also forecasts that the rise of artificial intelligence chatbots like ChatGPT will support growth within the space.
My Sephora Storefront allows influencers to create a customizable digital storefront reflective of their brand and aesthetic and share curated product recommendations with their followers. The platform provides creators shoppable links for all major social media platforms as well as to a full integration with Sephora’s data analytics and performance insights to help track and measure success.
Participating creators can even have access to Sephora’s Beauty Insider Loyalty program, a full assortment of brands and new product launches and year-round commission opportunities. Beauty has turn into a preferred category within the affiliate space, with social media influencers often sharing their product reviews and proposals inside their content and linking the items they use via affiliate platforms. Digital commerce now drives 50% of worldwide beauty sales, according to Forbes.
Along with Sephora’s new platform, the corporate has various creator communities designed to connect with beauty fans across the digital landscape. Among them is the Sephora Squad, which has over 250 creators including alumni and current members and celebrates essentially the most diverse voices in beauty. The program, launched in 2019, welcomes beauty enthusiasts, wellness lovers, athletes and more.
Other creator communities include the Sephora Derm Board, which was created in partnership with board-certified dermatologists popular on social media to help answer consumers’ skincare questions and offer expert recommendations. In addition, the Artist List features a network of celebrity and influencer makeup artists and hairstylists who feature in educational and behind-the-scenes social content, campaigns and events. My Sephora Storefront represents the subsequent step in Sephora’s creator strategy, per release details.
“My Sephora Storefront is a pivotal next step to constructing an inclusive ecosystem that empowers creators to authentically connect with their audiences, and likewise enables deeper creator relationships with our brand partners and clients that make all of it possible,” said Brent Mitchell, vice chairman of social media and influencer marketing at Sephora, in release details.
Sephora has been an lively marketer this 12 months. In April, the retailer asserted itself as a top skincare destination with a campaign entitled “Skin Obsessed.” In July, it announced a partnership with Lyft Media for “Delivered to Beauty,” an activation that transported consumers in select cities across the U.S. to Sephora’s free-standing locations for a shopping experience.
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