🔑 Key Terms

Engagement Plateau

When user activity stops growing, indicating a need for new experiences or innovation.

App Exit Behavior

When users leave the app to look for content elsewhere — a sign of friction or unmet needs.

Content–Commerce Integration

Blending inspiration, tutorials, reviews, and shopping into one seamless journey.

⭐ Why This Matters

Sephora’s challenge in 2024 mirrors what many brands face today: customers expect dynamic, social-style experiences everywhere. Understanding this problem helps you see why channel integration matters, and prepares you for analyzing SEO, social media, and e-commerce strategies inside the case study.

📚 CITATIONS

Agrawal, P. (2025). AI-driven personalization in beauty retail. Journal of Retail Technology, 11(4), 55–72.

Meirezaldi, V. (2024). Virtual try-on and consumer behavior in the cosmetics industry. International Journal of Digital Beauty, 3(2), 118–135.

Pittman, T. (2024). Social commerce migration among Gen Z consumers. Journal of Social Media & Society, 19(1), 44–67.

Tingley, S. (2025). The evolution of beauty content ecosystems. Digital Retail Review, 7(1), 22–39