How Sephora Used Facebook to Thrill Its Fan Base

There are a lot of beauty junkies out there, and they've taken to social media networks to fuel their obsession. A list of the most-followed Pinterest accounts is dominated by beauty brands, and some of Instagram's most engaging accounts offer beauty and fashion tips. There's a huge market for beauty lovers, and Sephora plans to own it.

The brand has proven itself to be incredibly savvy when it comes to digital and social. Its website redesign in April was a "multi-year project to rebuild the whole shopping experience," says Julie Bornstein, Sephora's SVP of digital, and it offered more targeted product search and a smarter shopping experience. Bornstein says the website updates lie at th…
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