The most effective loyalty marketing programs are fun and easy to understand and create desirable rewards systems that build customer loyalty. Sephora released the next evolution of its Beauty Insider loyalty program that was launched in 2007 and boasts 25 million members. These new updates focus on increasing client experience rather than promotion, building long-term loyalty by connecting clients to what they love—their favorite brands, founders, and products.

“Our goal is to create a multi-faceted and well-rounded program to cater to the changing needs of our clients. We know they want more ways to save and even more access to things like products, brand founders, services and one-of-a-kind experiences that are unique to Sephora,” said Allegra Stanley Krishnan, Vice President and General Manager of Loyalty at Sephora. “We also know rewards that provide greater emotional and memorable experiences are the most meaningful for our clients, and we want to continue to deliver personalized experiences where our clients can choose what works best for their needs. The emotional component of loyalty is a vital driver of our loyalty program and what really matters most to our clients.”

The new enhancements round out Beauty Insider’s already robust set of offerings across the three-tier system: Rouge, VIB, and Insider, creating more value and choice for Sephora clients:

Saving In-Store and Online:

• Beauty Insider Cash: Points can be converted to instant savings at checkout; 500 points give members $10 off at checkout.
• Free Shipping: All members now get free standard shipping; Rouge members receive the perk with all purchases, VIB on purchases of $35 or more, and Insiders when they spend $50.
• Discount & Point Multiplier Events: Points can be earned faster and during new members-only events.

More Access to Samples:

• New Birthday Gift Offerings: All members can choose from new categories including haircare and body care

Unique Experiences:

• Meet-and-Greets, Trips, and More: As soon as social distancing restrictions are lifted, members will be able to exchange their points for exclusive experiences like a one-on-one meet-up with a brand founder. In the meantime, members can engage with all digitally accessible rewards.
• First Access to Product: Rouge members get first access to the biggest product launches, beginning this fall.

Rewards Bazaar: An online platform where members can exchange their points for a variety of products and one-of-a-kind experiences. New rewards drop every Tuesday and Thursday at 9 AM PST.

Point Sample Sets Refreshed Weekly: Choose from a variety of 750, 500, 250, and 100-point sample sets updated frequently throughout the year, so there is always something new to try.

Using Your Points to Give Back: Launching in June, clients can now use their points to make a difference. Sephora’s Charity Rewards make it easier to support organizations that provide critical aid in our communities. By redeeming points for a Charity Reward, Sephora will donate the corresponding amount to the Tides Foundation to benefit a featured charity. Charities will be selected on a rotating basis, starting with the National Black Justice Coalition in June and Project Glimmer in July.

Beauty Insider Community: A members-only mobile and online platform that serves as a destination for beauty lovers to find inspiration, ask questions, post beauty looks, and get product recommendations in an unsponsored, real-time, “real talk” social setting.

Sephora Credit Card: A card that enables members to earn even more value at Sephora stores and in their day-to-day lives. Cardmember benefits include 4% back on every Sephora purchase and no annual fees.

These new Beauty Insider loyalty program changes will go into effect on May 29 across Sephora North America, including Sephora.com.