Daily Insights

Sephora’s Swift Setup

By: Mackenzie Baker | Sep 29, 2020

Sephora’s new partnership gets favorite products in consumer hands more quickly. The beauty retailer teams up with Instacart to offer same day delivery on more than 300 brands. 

Like the grocers and department stores that have leaned into convenience during the Coronavirus pandemic, the beauty industry now prioritizes efficiency to reach consumers. Sephora, which is ranked first in Gartner’s Digital IQ Index: Specialty Retail, will expand its digital portfolio and social commerce capabilities through a new partnership with Instacart. The collaboration follows Ulta’s recently revamped curbside pickup capabilities and Coty’s partnership with GoPuff, demonstrating the industry’s commitment to connecting with homebound beauty buyers. Customers can place orders from more than 400 Sephora stores and have their products delivered within hours by Instacart. Sephora kicked off the service in California and Canada and will roll out the partnership to other states in the near future. Members of Sephora Beauty Insider, the retailer’s loyalty program, can earn points through their Instacart orders, as well as redeem rewards and apply promotional codes. 

Sephora is Instacart’s latest pandemic-partner, following collaborations with Walmart and Rite Aid this year. As Instacart has seen a 218% increase in app downloads since March, its partnership with Sephora could help it sustain growth while opening the retailer up to a new consumer market. For Sephora, collaborating with Instacart allows it to update its e-commerce shopping experience and increase consumer convenience. Many customers still prefer digital shopping to in-store visits, so merging the online assortments with day-of delivery could appeal to a wide array of beauty buyers. Working with Instacart is not the first virtual path to purchase Sephora has embraced recently. The beauty retailer also partnered with Klarna this summer to bring flexible payments options to at-home shoppers and set up shop on Instagram, where social media users can purchase products from its page. 

The addition of same-day delivery through Instacart could help Sephora stand out against other beauty retailers. Additionally, the delivery convenience could boost consumer loyalty, potentially lead to repeat visits, and help Sephora further engage consumers from home.