I spent part of Sunday afternoon at Sephora in Union Square - we made a trip to purchase Living Proof No Frizz for Anette (who now swears by it!): While we were there for Living Proof, I did notice the following signage throughout the store and attached to various products:
I love it:
- these are product reviews from real shoppers at Sephora.com
- the review includes the users' name, text, location, and rating (in stars)... giving a very personal feel and incenting users to review products so that they can be included in the live shopping experience
- those shoppers are referred to as "Clients", which is sophisticated, upscale, etc
- it features Sephora Mobile: m.sephora.com - which is a great way to promote and integrate the mobile web experience:
"go to m.sephora.com on your phone's web browser to read more reviews"
I am not sure how scalable the integration is (after all, this is printed and placed - web-based would be more expensive but more flexible) - but I love the creativity and the execution.
As an aside, Living Proof recently introduced a new product: Full:
"Flat, lifeless hair results from each strand being so smooth and fine that it lays quite literally flat, one on top of the other. Full Thickening Cream is a lightweight formula that features Poly Beta Amino Ester-1, a new technology invented by our scientists that creates a micro-pattern of thickening points on each strand. Full creates beautiful, natural fullness and touchable body that lasts throughout the day. Because it's a completely flexible technology, your hair won't collapse or become stiff and crunchy. Great for colored hair, too."