Sephora is the latest beauty brand to branch out on Instagram, launching a spinoff account for The Sephora Collection, a line of cosmetics.
The Sephora Collection account, quietly launched last month, has 9,000 followers, a drop in the bucket compared to Sephora’s 8.5 million followers. Now, Sephora is kicking off a sweepstakes that encourages followers to mention a friend in the comment section on daily posts for the chance to win featured items. The “I Want It, I Win It” sweepstakes was teased on Sephora’s Instagram Stories, encouraging users to follow the new Sephora Collection account.
Brands have increasingly started funneling their follower bases to niche Instagram accounts to reach new demographic groups. Forever 21 launched its @Forever21Men page last year, which now has 148,000 followers and 705 posts, to target male shoppers. Likewise, Nike has its @NikeWomen account (as well as several sports-specific pages) with more than 5.1 million followers, compared to the original @Nike account’s 5.1 million, though both pages share content.
Beyond Instagram, Sephora has used other digital platforms to drive customers to the new makeup line. Last month, it launched an online shopping feature called “Swipe it. Shop it.” that lets users swipe left or right, dating app-style, to vote on specific looks. The feature leads users to quick links where they can watch tutorials or shop. Sephora has also tried to build brand loyalty through programs like its Color IQ service and its backing of Burberry’s latest partnership with Pinterest to launch the platform’s customized beauty board.
