Sephora Doubles Down On Tech: In-Store iPads, Revamped Website, Pinterest Tie-In

Sephora, the cosmetics retailer, is still best known for its brick-and-mortar shops that let customers test out high-end makeup, skincare and fragrance products with less pressure than typically comes with department store beauty counters. But that doesn't mean the company, which has its US headquarters in San Francisco, isn't focused on the increasingly important world of virtual shopping. To that end, Sephora today rolled out what it's calling a "social and mobile makeover." The new updates are pretty visual, so we swung by Sephora's San Francisco flagship store to talk with its senior vice president of digital, Julie Bornstein, about the company's strategy. Watch the video above to see why Sephora is embracing the constant comparison-shopping element that the web has brought, how the company's San Francisco headquarters influences its tech focus, and more.

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