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.

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