Sephora “is vowing to take its digital game to the next level,” providing tech tools to shoppers as beauty brands fight to remain relevant.

Sephora “is vowing to take its digital game to the next level,” providing tech tools to shoppers as beauty brands fight to remain relevant. The Sephora-To-Go app will give users augmented reality content like brand founder interviews, product videos, and YouTube playlists when the phone is hovered over a product in store. Another app, Pocket Contour, will give personalized advice to get a contoured look, and in store beacons will send personalized in store alerts to shoppers who’ve opted in. (MediaPost)