Social Commerce and Life Streaming

When Carolyn Bojanowski, svp and gm of e-commerce at Sephora, joined the retailer team in 2005, it was an opportunity to pay homage to her childhood as the daughter of a candy buyer. In her mind, Sephora was the "candy store of beauty."

"Sephora has always been committed to the digital experience," said Bojanowski on the latest Glossy Beauty Podcast.

And that e-commerce experience had to go into overdrive during the pandemic. Not only did Bojanowski spearhead the acceleration of Sephora's in-store pick-up, but she facilitated an unlikely ally in Instacart. She also launched Sephora's same-day pick-up service to expand its customer reach. "If you can give someone back time, that is another way to think about having a luxury experience," she said.

During Covid-19, Bojanowski was also tasked with translating the in-store customer service experience to online, where the practicality of in-store product trial did not exist. In addition to its thorough product pages, shade finders, quizzes and UGC, Sephora launched on Sephora.com its live home chat, which enables customers to chat with Sephora's in-house beauty advisors from the comfort of their homes, said Bojanowski. This has also created a whole new retail role for the company.