Brand movement aims to strengthen communication with consumers through cell phones
Sephora announced the launch of its new application which, in addition to having more fluid functionality, will have a series of benefits aimed solely at the platform such as daily promotions, pre-launches and giveaways.
The brand’s move aims to strengthen communication with consumers through cell phones and took into account the fact presented by State of Mobile, in 2022, that Brazil is the fourth country that downloads the most applications in the world, behind only from China, India and the United States. The same survey showed that 87% of Brazilians have already made a purchase through apps or websites using their smartphone.
“The new version of the Sephora app is a milestone for the company’s operations in Brazil. In addition to agility, we are bringing an ecosystem of experiences, previously only available in the physical environment, to our digital platform. It is a strategic move for the brand , considering that internet sales in Brazil have been growing significantly, and that the country has a high volume of cell phones per inhabitant”, explained Paula Machado, director of e-commerce at Sephora Brasil.
To communicate the news, the brand will launch a digital campaign starring Manu Gavassi, accompanied by a squad of influencers and the action, with the tagline “Your beauty universe in one touch”, consists of revealing the particular beauty universes of each one of the participants, within the Sephora app, in an immersive scenario personalized according to each person’s style, with furniture, personal items and favorite products.
Within this environment, the idea is for influencers to explain that the new version of the application allows for the creation of spaces tailored to each user, as if it were a little piece of the store’s favorite area, only within the app.
“The idea of bringing Manu, together with the team of influencers, to this action, was precisely to tell this story with a lighter and more fun language, which we are used to seeing in the beauty universe, but to talk about technology. They will explain to our audience that the app is an extension of each person’s beauty universe. All of this can be personalized in the app, which will understand each person’s consumption preferences to suggest products that make sense, with greater navigability. agile and dynamic”, added Cataldo Domenicis, Marketing Director at Sephora Brasil.
