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Sephora to Test New Web Site Features

Planned new features include more targeted and personalized searches, improved images and better search tools.

Beginning today, Sephora will begin beta testing some of its new Web site features with its VIB (Very Important Beauty) Insider members.

Planned new features include more targeted and personalized searches, improved images and better search tools. A new product quick-view and improved color views will allow users to see all products in a particular color; the site will indicate what products are in stock at the customer’s nearest Sephora, and checkout will be streamlined to allow faster purchasing. Also, the site will allow users to designate multiple search terms, such as skin type, skin concern and ingredients, in addition to the existing price, brand and best-selling search functions. Each product on the site has been indexed and tagged with multiple attributes.

Another new piece will be an enhanced Beauty Insider feature that will allow users to check their point balance and rewards, as well as see records of past purchases made both in store and online. 

The new site will be rolled out to the public in mid-April, said Julie Bornstein, senior vice president of Sephora Direct. “We want to create the best online beauty shopping experience available with great information, navigation, inspiration and fun,” said Bornstein, who kept mum on the additional features which will be rolled out with the public site launch.