Marie Redding, Senior Editor09.24.20
Sephora has announced a new partnership with Instacart. Beginning today, some shoppers will be able to add a lipstick -- or the latest fragrance -- to their grocery order. More than 300 carefully curated brands are going to be sold through Sephora's storefront on Instacart, at the same price as in Sephora stores.
Same-day delivery -- in as fast as 1 hour -- is available, depending on your location.
Instacart shoppers in parts of California and Canada have access to Sephora's Instacart storefront now, and the service is quickly expanding. Over the next few weeks, it will be available in more than 400 locations near select Sephora stores across the U.S.
A Boost for the Beauty Business?
Sephora already offers same-day delivery for its online shoppers near select stores. But now, easy access through an app that so many consumers are probably already on sounds like a gamechanger. And maybe it will be a boost the beauty business needs right now?"For many people, the essentials they need go beyond food and pantry staples," said Chris Rogers, vice president of retail, Instacart. "And, over the last few years, we've seen an increase in customer demand for personal care, wellness and beauty products," he adds.
Now since the Covid pandemic, Instacart has become the norm for many. "We're always looking for unique yet practical ways to meet our clients at every touchpoint -- and now more than ever, we know they seek ease and convenience," said Carolyn Bojanowski, SVP and GM of eCommerce, Sephora.
How It Works
Shoppers enter their zip code, select Sephora's storefront, and can begin adding beauty and wellness products to their Instacart cart.For all orders, an Instacart personal shopper will pick and deliver the order within the customer's designated time frame – whether they choose to receive it same-day or schedule their delivery days in advance.
Designing a New Digital Shopping Experience
As part of the partnership, the team at Instacart developed new product functionality to merge the uniqueness of the Sephora store experience with the Instacart marketplace.The new beauty consumer shopping design makes it easy to browse and quickly find the perfect color through a new, one-click shade selector.
Beauty Insider members will earn points on every Sephora purchase they make via Instacart -- plus, access to Sephora's Savings Events.
The Competition
In August, Coty launched 30-minute delivery, Glossy reports, with GoPuff -- for CoverGirl, Rimmel, and Sally Hansen.In May, Ulta began curbside pickup service when stores reopened after the Covid shutdown.