Beauty retailer Sephora has announced its launch on TikTok Shop in the US from 19 September onwards.
The new Sephora Drop Shop experience will offer shoppers exclusive monthly collections which showcase curated products from the retailer’s partner brands.
The business aims to offer an online platform for each featured brand to market their products creatively and expand the audience reach.
Sephora’s monthly listings will include interactive experiences and creator-led content which encourage consumers to guess the highlighted brands.
The experience will conclude with a TikTok livestream featuring a celebrity host, brand founders and creators to unveil the featured products, answer questions and engage with viewers in real time.
This move aims to tap into omnichannel marketing by merging entertainment, education and shopping in an integrated format.
Artemis Patrick, president and CEO of Sephora North America said: “Beauty discovery has always been core to Sephora’s ethos, and the rise of social commerce and digital marketplaces have reinforced the need to evolve how we engage with our beauty lovers.
“We already have an incredibly active beauty community on TikTok, so we are excited to take the next step and pilot the Sephora Drop Shop on TikTok Shop.”
This launch is part of Sephora’s long-term business strategy to utilize digital innovation to boost overall performance, with Beauty being TikTok’s most search category.
All of the featured products will launch through the retailer’s TikTok Shop with select items rolling out later to the stores.
Anca Marola, global chief digital officer at Sephora said: “TikTok Shop is a powerful extension of our global digital strategy and our commitment to meeting clients wherever they discover beauty.
“By approaching this launch with a test-and-learn mindset, we are not only scaling our retailtainment model in the US, but also gathering critical insights to inform our digital innovation and future rollout across our global network.”
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