Can I Buy Sephora Makeup And Check Out In Jcpenney

New York (CNN)Makeup sellers Ulta Beauty and Sephora have a problem on their hands.

When it comes to beauty products, consumers love to test cosmetics, creams and fragrances on themselves earlier they buy them.

But that's not really an option correct now given the electric current wellness and condom concerns tied to the pandemic. That's bad news for cosmetics sellers who've already suffered double-digit percentage sales declines in the starting time quarter because of store closures and the "no makeup, work-from-home" await that consumers have embraced amid the shutdown.

They're now nether pressure to somehow replicate the in-store sampling experience in a convincing way for consumers to reinvigorate sales.

Ulta Beauty (ULTA), which operates over 1,200 stores in the United States, has a gameplan.

It'southward called GLAMLab — Ulta's virtual makeup try-on app that offers access to more than iv,000 items.

Ulta is temporarily suspending in-store product sampling.

"We know how much fun it tin can be to discover, try on and find the right items on your own. But safety is paramount right now," said Prama Bhatt, Ulta Beauty'due south master digital officer.

With the app, yous can have a selfie or use a live shot of yourself to digitally endeavor on a shade of lipstick, eyeshadow or fifty-fifty digitally sample a particular brand of mascara or eyeliner.

Bhatt said GLAMLab usage has increased by v times in the pandemic and "we have seen 19 million shades tried on in the post Covid-19 environment."

"That'southward significant for usa," she said.

Bhatt added, "We're continuing to grow the GLAMLab feel as we reopen our stores." New on the app, which launched in 2016, is a virtual hair color and eyelash attempt-on feature, for instance.

In addition to the app, Ulta, which expects to accept all of its stores open past the terminate of June, is introducing virtual beauty advisors to answer customer questions near products.

Ulta is hoping to replicate the 'try before you buy' experience through digital try-ons and makeovers.

Similarly, Sephora, which also offers a virtual attempt-on experience and tutorials through its app, said in an e-mail that its "dazzler advisors" will be available to help customers via in-store demonstrations.

Both Sephora and Ulta Dazzler already pop production samples into bags at checkout and volition continue to offer that perk.

There's no dubiety that the coronavirus has significantly challenged the power of brands to offer the full experience shoppers arrive the store, said Greg Petro, founder and CEO of predictive analytics and digital production testing firm First Insight.

"The coronavirus has moved the [retail] industry away from high-bear upon to low-impact," said Petro. The 'new normal' for retailers will be to work with shoppers in a hands-free mode to assist them to find what they need while as well giving them the space to feel comfortable."

Sephora is halting product testing and other in-store services as it reopens stores.

Virtual effort-ons, however, may non be enough to pacify shoppers in the long haul, said First Insight's Petro.

"Retailers need to make up for information technology with very liberal return policies as well," he said.

Both Ulta and Sephora said they've made some adjustments to return policies. Ulta Beauty said information technology has extended returns to 180 days "to adjust those who have purchased something while stores were temporarily closed."

"To ease returns for online orders, we accept increased our current thirty-day return policy to 60 days," Sephora noted in an email.

Source: https://www.cnn.com/2020/06/18/business/ulta-sephora-virtual-makeovers/index.html

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