More memberships, more rewards and more points was the message this morning when Sephora executives revealed its relaunched Beauty Insider program, a new premium membership level, and its Sephora To Go App at an editor’s breakfast at Andaz in New York.
“Beauty Insider launched six years ago and has been a great way for Sephora to recognize and reward our clients,” said Sarah Choi, Sephora’s vice president of Beauty Insider, at the event. “We’ve been listening to our customers and wanted to revamp the program to reflect what she was asking us for: more beauty, more access, a more personalized and easier way to shop at Sephora.”
Both free to join, Sephora’s Beauty Insider Program is made up of two tiers. At the base is Beauty Insider, which provides the customer with birthday gifts, seasonal promotions, product rewards and gifts and member-only classes. The second tier is VIB (Very Important Beauty) Insider, which consumers qualify for once they have spent $350 in a calendar year. This tier includes all beauty insider benefits, first dibs on new products, seasonal VIB-only gifts, advance access to sales and private VIB-only shopping events. The newest tier, called VIB Rouge, which launched on July 23, offers frequent shoppers even more incentives. This premium level is reserved for customers who spend $1,000 plus in a calendar year and provides members with all Beauty Insider benefits, all VIB benefits, free shipping on all orders, unlimited access to The Beauty Studio, exclusive Rouge events and surprise gifts.
To kick off the program’s relaunch, Sephora will feature some new incentives between Aug. 12 to 18. For one, when Beauty Insiders purchase new items, they will receive double the points, VIB’s will receive triple points and VIB Rouge members will receive quadruple points. Also, the points earned are eligible to transfer to friends and family to score 5,000- or 10,000-point rewards. A select few will qualify for prizes like a trip for two to Paris with Make Up For Ever or the Marc Jacobs beauty collection tucked away in a fall 2013 Marc Jacobs handbag.
In addition to the revamped Beauty Insider programs, Sephora has relaunched its Sephora To Go App for iPhone and iPod Touch. The app, which is free to download, is available at appstore.com/Sephoratogo. This allows insiders to access their membership card digitally, current and past purchases, reader reviews by scanning products in store, Sephora outposts that are in the vicinity of the consumer and push notifications for new products and trends.
“The program revamp gives clients more of everything they love: deluxe samples, first-to-buy access and intimate experiences with top beauty influencers,” said Julie Bornstein, Sephora’s chief marketing and digital officer. “And they can access these privileges quickly and easily on the new Sephora To Go App.”