Sephora and Tinder are making the most unexpected partnership.
The global beauty brand recently launched two phone applications to make shopping a helluva lot easier.
First is The Beauty Uncomplicator, which uses a simplistic and fun fill-in-the-blank model to help clients to find exactly the product they need. Users determine a beauty category, such as lip, eye, or tools, and are able to select the type of product and specific benefits they’re looking to achieve by completing a statement that begins with “I Want”.
Second is the Swipe It. Shop It. that offers the same interface as modern dating apps, letting users swipe left or swipe right on a variety of beauty images to find products and tips based on their favorite looks. Swiping right brings up application tips, quick video tutorials, and a list of the products, which can then be purchased through the app or saved for future reference and inspiration.
So where does Tinder fit in?
Come September, Sephora will be the first beauty brand to utilize Tinder’s dynamic new polling feature in a creative campaign. Users will be able to seamlessly swipe right on beauty statements within the app to discover their perfect product match.
Essentially, finding the perfect lipstick will be a lot less anxiety filled than finding the perfect date.
“We’re trying to create these really fun, addictive shopping experiences,” Deborah Yeh, Sephora’s SVP of Marketing told AdWeek. “We offer a huge range of products in every category, but we also have the full, 360-[degree] retail and digital experience in addition to that product.”