Bridget Dolan, VP of Interactive Media at Sephora, advises that to employ social media successfully, companies need the ability to spot a trend and turn it into a tool to connect with their community. Sephora has managed this very well and has garnered a large social media presence in the process. One social media channel, however, holds a special place within the company as a source of inspiration.
From sock buns to manicure trends, Dolan found that trends she saw everyday women using were discovered and taught through Pinterest. The popularity of the beauty industry on Pinterest is not difficult to understand. The site allows users to connect through their love of beauty products on a highly visual medium. Customers not only pin products that they love or want, but curate complete styles and share how-to videos that, according to Dolan, ‘demystify’ makeup and hairstyles.
Pinterest is now not only one of the top sources of traffic for Sephora, but an integral part of marketing and product development. At every point during the Sephora experience, customers can access Pin It! Buttons—from web and mobile sites and emails, to Sephora’s Tumblr-powered glossy—and Pinterest analytics has opened up new creative paths for the company. Partnerships such as their Color of the Year and new product development ideas, such as the ballerina “sock” bun, are all due to the prominence Pinterest holds in the company’s success.
By combining an awareness of real-world trends and the importance of Pinterest to its community, Sephora is a functioning example of how social media can contribute to a company’s bottom line, while providing creative inspiration for its fans.