SEPHORA GLOSSY'S BLOG: THE COMMUNICATION OF BEAUTY CONTENTS

“The Sephora Glossy”, the company’s blog, does an excellent job of executing beauty-centric content while showcasing its many brands, driving traffic to stores while increasing digital engagement with helpful how-to’s, playlists, and other thoughtful posts.

As Pew Research notes, 66 percent of consumers engage with a brand after purchase. To create loyalty, it’s important to have a blog like Sephora’s where your brand can be integrated into your consumer’s daily routine.

The company’s blog Home Page

Sephora’s blog is divided into five content buckets:

• news
• inspiration
• how-to, people
• video 

“News” features text articles with big visuals to accompany them, and the video page is primarily composed of -you guessed it- video tutorials, serving a variety of content for an audience with diverse needs and preferences.

One of the interesting page types that Sephora experiments with is an “inspiration page.” Other beauty brands should take note of this integration of a Pinterest-like board that drives sales directly from the blog.

Sephora’s inspiration page features beautiful, high-quality photos of different makeup looks in a collage with no text. When readers click on the photos, they are taken to a sub-page where products used to create the look are featured, giving readers the opportunity to buy right from the blog. As a platform that over 25 percent of women on the internet use, leveraging the same concept behind Pinterest helps Sephora win over their target demographic.

High-quality photos of different makeup looks

 Another clever feature on the Sephora blog is the “People” page, which features profiles of women in the beauty industry giving beauty advice. Posts include an interview with nail artist Naja Rickette: “the master manicurist on Formula X, interplanetary nail looks,” as well as Laura Slatkin of Nest Fragrances: “Slatkin pays a visit to Sephora HQ to talk about the floral, spicy world of fine fragrance.”

The People page

These endorsements give credibility to the brands that Sephora sells, and also leverages the social followings of the people the blog profiles. Sephora’s blog design takes into account not only overall branding, but also the functionality of each page.

Instead of applying the same template for each page, Sephora carefully implements designs that allow viewers to fully engage with various types of content easily.