Sephora’s loyalty program, known as “Beauty Insider”, provides 25 million members with the opportunity to exchange points they have earned while making purchases for beauty products and related experiences.

Most shoppers, of course, would never turn down a 20% discount coupon as they visit any one of the 400 stores run by Sephora across the Americas, its 600 locations within branches of retailer JCPenney, or its e-commerce platform.

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Allegra Stanley, VP of Loyalty, Sephora

But Allegra Stanley, Sephora’s vp/loyalty, suggested a deeper form of attachment can result from providing special experiences to Beauty Insider members – whether a customer meets the founder of a cosmetics brand, enjoys a luxurious spa day, or crafts a personalized fragrance.