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#BeautyTalk

Throughout many business, the false idea of community engagement is that if you build your brand, then the community will follow. This is a common error when brands are focusing on outreach. What businesses should do, is engineer the community FIRST and this will lead to a strong brand! Community engagement is often difficult because things are in constant motion! Popular social topics, videos, and challenges are steadily and rapidly changing! In the last two months, the social video challenge changed from #FlipBottleChallenge to #JujuOnThatBeat to #MannequinChallenge! Businesses have to keep up with these creative times in order to constantly engage consumers. The idea to uphold is that once a business initially develops a brand community, it doesn’t end there. The business must continue to perform outreach programs to their current community and developing community.

An organization that has peaked in the talent of brand community is Sephora! If you’re a makeup lover, like myself, you will want to follow up on Sephora’s #BeautyTalk communication platform. Sephora has created a platform on their website, targeted towards all questions one may have! On this page, customers can engage in conversation with beauty experts, as well with other customers about makeup, skin care, fragrance and hair. This page also allows customers to share their reviews of products and generally “hang out” in the Lounge section. Sephora’s threads engage so many customers, one top thread titled, “What Are You Wearing Today?” has a over 57,000 replies as customers return each day to talk about their #FaceOfTheDay!

In the world of many cosmetics retailers, Sephora has done a good job at establishing its business as a customer benefit! Through Sephora’s membership loyalty programs, the brand continues to develop customer loyalty. Sephora offers three levels of its membership, each accommodating three different types of shoppers, and each providing benefits to those shoppers. Listed below are the memberships loyalty programs, qualifications and benefits:

Beauty Insider “Feed Your Obsession”

This is the beginners level, which encourages customers to buy their way to the top! The membership is free and every dollar a customer spends he/she earns a point towards a reward! This membership level also offers a free birthday gift!

Very Important Beauty (VIB) “Take It to the Next Level”

To reach this status of the Sephora membership, the customer must rack up 350 points ($350). With this level, the member receives a free birthday gift, one free 45 minute makeover, one time 10% card, and access to seasonal savings and handpicked gift suggestions.

Very Important Beauty ROUGE (VIB ROUGE) “See the View From the Top”

To reach the highest status for the Sephora membership, customers must achieve 1000 points ($1000). This package has it all and more! Picture everything we listed above, PLUS access to a Private Hotline and invitations to exclusive events!! imagine being able to purchase items in a sale, many days before everyone else! You get the first pick of products and don’t have to worry about it not being in stock! The VIB ROUGE membership is the level many beauty shoppers dream of reaching.

Sephora understands the importance of strengthening customer relationships and brand loyalty and using it to increase brand awareness. Sephora’s brand community allows its customers to follow the lifestyle, activities and ethos of its brand.