Finally, Sephora is introducing Flash, which is essentially the company's version of Amazon Prime—for an annual enrollment fee of $10, customers get free two-day shipping, or overnight shipping for $5.95. For VIB Rouge members—those who spend $1,000 or more at Sephora in a calendar year—Flash is a free benefit. "We found that when women hear about a product they want, they just want to buy it, they don't want to amass a basket, or put it on a list to think about later," says Dolan. "So this is how we are fulfilling that need for instant gratification." In a pilot of the program, says Dolan, clients who signed up for Flash spent twice as much as other clients who had previously been comparable shoppers.