Sephora syncs iPhone app release with multilevel campaign

The Offer: Sephora gave away a free sample of makeup for customers who downloaded its iPhone app that it launched in late October. Customers had to show the app to a sales representative in store in order to receive the freebie.

The Data: The beauty product retailer uses data acquired during a nine question sign-up survey for its “Beauty Insider” loyalty club to personalize its digital messaging, said Tiffany Lei, marketing director at Sephora. The company sent e-mails highlighting the app's personalization features and e-commerce capabilities to its entire database. Sephora has worked with Acxiom for five years on data and e-mail services.

The Channel: An integrated cross-channel campaign backed the release of Sephora's app, and the company will continue highlighting it in marketing through September 2011, including through e-mail and its website. The back cover of its two holiday catalogs featured iPhone creative.

The Creative: The teams tried to create a consistent look and feel across marketing materials but space considerations determined the amount of copy and level of explanation provided in each medium. Products both in-store and in print catalogs contained QR codes allowing customers to access additional product information through the app. Sephora handles creative design in-house.

The Verdict: True brand devotees will download an app no matter what. Sephora also used QR codes with “Hidden Gem” messaging, which is not original per se, but might be good enough to tempt newbies. Other than promoting convenience in the typical “at your fingertips” way, however, the in-store ad and landing page don't provide a meaningful reason for actually trying the app.

From the January 2011 Issue of Direct Marketing News »