Sephora sparks engagement by crowdsourcing its influencer selection

Reed Karaim

Sephora, the beauty retailer, engaged in a novel influencer recruitment strategy that drove participation and helped it identify a diverse range of brand advocates.

Many marketers look to influencers to build engagement, but beauty retailer Sephora turned the selection of its “#SephoraSquad” brand ambassadors into a social-media event.

Emeline Berlind, Sephora’s vp/content strategy, told delegates at the Association of National Advertisers’ (ANA) 2019 Digital and Social Media Conference that the company held a contest earlier this year to select 24 new influencers for the brand.

Emeline Berlind, VP of Content Strategy, Sephora

“Our goal was to create the most diverse, powerful group of influencers in beauty,” Berlind said. “And we did that by engaging with our audience.”

Sephora asked influencers to apply directly to...

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