Sephora updates Beauty Insider Program for 2019

By

Gabriella Lacombe

Published
Jan 2, 2019

Cosmetics retailer Sephora has updated its Beauty Insider program for the new year, offering new rewards, gifts and benefits for its frequent shoppers.  

Launched in 2007, the three-tiered program (Insider, VIB, and Rouge) provides a point-based system for registered shoppers, allowing them to collect points with each purchase that can later be used for free, typically sample-sized, gifts from a variety of beauty brands, among other features. Higher tiers offer additional exclusive benefits, and each tier will experience updates for 2019. 

Members of all three tiers have the option of collecting a product gift on their birthday, and 2019's selection includes mini sets from skincare brand Drunk Elephant and Kat Von D Beauty. For VIB and Rouge members, an additional rotating third gift choice will be available, beginning with Milk Makeup's Kush Mascara and Cooling Water. In addition, the members of the two upper tiers may also exchange their birthday gift for additional points. 

Starting in mid-January, any member who is or becomes a VIB or Rouge member may now choose one of three new benefits for the year, including added bonus points, shareable makeovers valued at $100 for VIB and $200 for Rouge, and free 2-day shipping (Rouge members having the option to choose flash shipping for all orders, while VIB members receive the speedy shipping on all orders over $35). 

According to company reps, the new initiatives serve as a refreshed plan to reward loyal customers. 

“Our aim is to continuously adapt and grow our Beauty Insider program as clients’ needs and wants evolve," said Allegra Stanley, vice president of loyalty for Sephora, in a release. "We are on a multi-year journey focused on raising the bar on client excitement and engagement in a prestige beauty loyalty program.”

While the changes roll out, the Beauty Insider program's mainstays will remain, including its point multiplier system (1 point per dollar for Insiders, 1.25 per dollar for VIB and 1.5 per dollar for Rouge), the option to redeem points for full-sized products for VIB and Rouge members or for a $100 gift card (an option exclusive to Rouge members), as well as full-face makeovers for the Rouge tier. 

The new program updates will come into effect across Sephora's stores and e-commerce platform, as well as at the beauty retailer's JCPenney locations throughout the month of January.