Sephora is preparing to begin, on 19 September, a pilot on TikTok Shop in the United States, according to Retail Dive. L'expérience, named Sephora Drop Shop, would offer exclusive monthly product drops.
These launches would be accompanied by teasers and creator content, before culminating in a TikTok Live unveiling the products available for purchase. The featured items would first be reserved for TikTok Shop, before a gradual rollout to other Sephora sales channels or other distribution partners. Customers could also preview these products on Sephora's website during the exclusive launch window.
Anca Marola, Sephora's global Chief Digital Officer, said that « TikTok Shop is a powerful extension of our global digital strategy and our commitment to meeting clients wherever they discover beauty. » She added that by approaching this launch with a test-and-learn mindset, Sephora would not only extend its retailtainment model to the United States but would also gather essential insights for its digital innovation and future global rollout.
TikTok has become an integral part of product discovery for some consumers while shopping, and the virality that certain products achieve through this feature has helped brands improve their product mix, demand forecasting and content strategy.
