Big news for Sephora fans who like to lie in bed and scroll on TikTok: You’ll soon be able to shop select brands from the beauty retailer right on TikTok Shop. Starting Sept. 19, the Sephora Drop Shop will roll out exclusive monthly drops of curated Sephora goods. It’s a huge step for the retailer that has yet to officially dip into the burgeoning world of live shopping.
Here’s how it’s going to work. Sephora will post teaser content on TikTok to get consumers excited and guess which brand is in the spotlight. Then, the campaign will culminate in a TikTok Live hosted by a celebrity, the brand founders and/or creators. During the Live, they’ll reveal the mystery brand and products, answer questions, demonstrate the items and interact with viewers. You can shop the featured products directly through TikTok Shop during the Live.
Sephora is joining QVC as one of the rare major U.S. retailers using TikTok Shop to sell a broad assortment of third-party brands. This trend seems to be gaining speed as brands want to connect with customers on a more authentic level.
“Sephora’s launch shows how TikTok Shop gives established retailers the ability to tap into our deep creator network, execute new formats for brand and product storytelling and create loyalty among existing fans, communities, as well as new customers,” Bianca Sing, global head of strategic partnerships at TikTok Shop, tells Fashionista via email.
“TikTok Shop complements retailers’ existing channels by giving them new ways to introduce products, hear directly from consumers and drive growth both on and off the platform,” she continues. “We see it as a strong example of how TikTok Shop can reshape the traditional product launch strategy by using teasers, creator-led content and Live Shopping to build anticipation, demonstrate products and answer questions in real-time.”
Related: How Do Small Beauty Brands Compete in the Labor-Intensive World of Live Selling?
It’s likely to be a win for both Sephora and shoppers: Brands get more direct time with customers, while shoppers get an early look at new products and the chance to buy them before they hit other retailers. To wit, products featured in the drops will launch exclusively through Sephora’s TikTok Shop, with select items later rolling out to sephora.com, select Sephora stores and other retail partners, such as DTC sites and Sephora at Kohl’s.
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