Sephora Is Building Tinder-Like

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Shopping for new cosmetics online can be a gamble since customers can’t test or feel the product before purchasing. Beauty retail chain Sephora has found a way to help create make-up matches on mobile with two new features.

The “Swipe it, Swap It” and the “The Beauty Uncomplicator” have been added to both the mobile and desktop pages of Sephora. “Swipe it, Swap It” uses a Tinder-like model that shows customers a number of beauty imagery. If they swipe right, they are shown tips, products and video tutorials to achieve those looks. “The Beauty Uncomplicator” lets customers fill in what kind of product they want and with what benefits to create a special cultivated list fitting that description.

The new features are part of “Beauty, Uncomplicated” campaign which Deborah Yeh, SVP of Marketing and Brand for Sephora, says is made to help customers feel more satisfied with their shopping experience: