Sephora launches his own integrated affiliate program, called “My Sephora” and launches next month.
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On this week Fast Company Innovation FestivalSephora President and CEO Artemis Patrick officially announced the establishment of ‘My Sephora Storefront’, a new digital program launched in October. This initiative marks the first step of Sephora in Affiliate programs and strengthens the innovative possibilities of the retailer, especially with regard to the digital consumer experience. With this launch, Sephora hopes to bypass popular affiliate platforms such as LTK and Shopmy and to organize his own platform where shoppers and influencers can share recommendations for beauty product.
The emergence of affiliate marketing programs in recent years has given content makers and influencers a new chance to earn money with product recommendations through composite, Shopable Storefronts. LTK and ShopMy are currently the most popular platforms, with LTK Recording more than 150,000 content makers and 1 million brands, while ShopMy quickly catches up and wins a solid ground, with a recent $ 77.5 million Series B financing to expand its functions and verticals that go beyond fashion and beauty.
Beauty is indeed an important category for these affiliate platforms, in which influencers and content makers share their beauty routines and the products they use, so that they are linked via affiliate platforms to be subsequently diverted to different beauty stores. Sephora seizes a missed opportunity: enabling makers to immediately participate in a partner program, traffic and sales to its website instead of other retailers. “The difference between us and other affiliated programs is that it is really integrated with Sephora.com,” Patrick said at the conference. This integration gives Sephora a closer control over committee structures, brand and maker partner and more visibility in products that have a great demand. It is just as important that the retailer will be able to lead traffic, content and income directly to its own ecosystem.
The Sephora Storefront experience is designed to be just as fascinating and user-friendly as current platforms, so that makers can be easily put together: “Whether it is the app, desktop or mobile, they can just continue, they make it and it is a shoppingable, and it is a very seamless experience, and it is very, very, very, very,.
With digital trade that now stimulates 50% of global beauty sale and the rapid growth of affiliated programs, this launch is very relevant. By building his own affiliated partner program, the retailer not only positions himself as a distributor of beauty products, but also as a media platform. Yet success will depend on the implementation. In order to eliminate makers from the current popular networks, Sephora must provide competitive committees, intuitive, agile platform functions, transparent analyzes to help makers optimize content and sales, as well as a width of brands, with which they would use this program for beauty recommendations. If Sephora succeeds, it could really help to transform affiliate marketing from an income flow on ancillary activity in a core motor of Beauty Shop.
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