内行带你逛丝芙兰，看化妆品实体店如何做好数字营销

    多兰把她最喜欢的化妆品机器设备留到最后介绍。她径直走向专卖店中心。在那里，第三台互动设备摆放在一个光线充足的镜子旁边。这台比其他两部设备都小，被丝芙兰公司称为“颜色智商”(Color IQ)的机器，使用一个手持拍摄设备对准每位客户的面部，然后以多达1,500种不同的色调来描绘她们的肤色。作为当天的“导演”，多兰招呼一位美容顾问测试一下我的肤色。这位年轻女士刷了两下我的脸和脖子，“你的皮肤真好，”她说。“颜色智商”随即确定了我的肤色类型——5y05（“y”代表黄色；还有“R”代表红色），以及一组与这个代码相匹配的粉底和遮瑕膏。

    这套系统的目标是减少传统上非常繁琐的挑选过程。“平均而言，一位女士需要买7种粉底，才能找到合适自己肤色的产品，”多兰说。“她不仅仅是在寻找合适的颜色，或许还有类似‘哦，我可不希望花65美元’这样的心理。这真的是合适的产品，合适的配方，合适的色度。”

    一旦你找到完美的香氛、护肤品和面部底妆产品，丝芙兰还有另一种希望你使用的工具：Beauty Board。这是一款在丝芙兰手机应用和官网上都具备的功能，其运作方式就像是照片分享网站Instagram的内部交流版。多兰浏览了一下最新发布的一些帖子：一张是极富特色的金色闪粉眼线，另一张是珊瑚色腮红。通过Beauty Board，消费者和员工可以上传她们刚刚打理过的脸部照片，并附上使用的化妆品名称，这样其他人就可以模仿她们的妆容。事实证明，自拍真是丝芙兰的好朋友。

    “最终的想法是，一位美容顾问会说，‘嘿，你想让我帮你用手机拍一张化妆后的照片吗？’”多兰说。她的目光停留在一位二十出头，打着蓝绿色眼影的女子自拍照上。“现在你可以看着它说，‘哦，这就是我想要的，能达到这种效果的产品，’根本没必要经历繁琐的试错过程。”

    就这样，多兰陆续花掉了一些积分，她不停地通过手机来查看她还需要补充哪些化妆品。在我们一起逛店的半小时内，多兰一刻也没有放下她的手机。事实证明，这正是丝芙兰预期甚至鼓励的行为。她说：“你可以使用你的手机，我们希望你在逛店时掏出手机。毫无疑问，对于我们来说这是一个机会。”（财富中文网）

    译者：叶寒

    Dolan saved her favorite marriage—of makeup and machinery—for last. She cleared a path to the center of the store, where a third kiosk, smaller than the rest, sat adjacent to a well-lit mirror. This one, which Sephora calls Color IQ, uses a hand-held capture device that calibrates to each client’s visage and maps out their skin color on a range of 1,500 different hues. Every bit the director in the day’s production, Dolan flagged down a cast member to try it out on me. Two swipes over my face and neck—”You have really nice skin,” the young woman said—and Color IQ gave me the designation of 5y05 (“y” as in yellow; there’s also “r” for red) and an array of foundations and concealers that match that code.

    The goal of the system is to cut down on a traditionally tedious process. “The average woman buys seven foundations before she finds the right one,” Dolan said. “Not only is she looking for the right color, it might be, ‘Oh I don’t want to spend $65.’ It really is the right product, the right formulation, and the right shade.’”

    And once you’ve found the perfect scent, skin care products, and shades with which to makeup your face, Sephora has yet another tool it wants you to use: Beauty Board, a feature within its smartphone app and on its website that functions like an in-house Instagram. Dolan scrolled through some of the latest posts: one featured gold glitter eyeliner; another, coral-colored cheeks. With Beauty Board, customers and staffers can upload photos of their freshly-done faces and tag products so others can emulate their look. Selfies, it turns out, are very much Sephora’s friend.

    “Ultimately the idea will be that a cast member will say ‘Hey, do you want me to take a picture of your makeover with your phone?,’” Dolan said, stopping on a photo of a twentysomething woman with turquoise eyeshadow. “Now you can look at that and say, ‘Oh, this is the product I should use to get that look,’ instead of going through all the trial and error.”

    With that, Dolan ducked away to spend some of her 7,000 points, consulting her phone to see what makeup staples she needed to refill. She hadn’t put down her phone the half hour we’d spent in the store, which, it turns out, is behavior Sephora expects and even encourages. “You can use your phone, we want you to take it out in our store,” she said. “It’s an opportunity for us, for sure.”