Sephora's Color IQ Tool Helps Ramp Up Loyalty Program

Sephora’s Color IQ tool, which scans and captures a customer’s exact skin tone and matches it with a code from the company’s “shade library,” has helped the beauty retailer strengthen its loyalty program. Developed in partnership with the Pantone Color Institute, the Color IQ tool helps shoppers determine the foundation and concealer that are the best scientific match for their complexions. Sephora said the tool has created 14 million Color IQ matches, prompting the company to create the Lip IQ version for lipstick shades.