September 26, 2007, 12:00 AM

Sephora sees more sales in the virtual world of teens and tweens

Along with Donna Karan New York, another subsidiary of LVMH Moët Hennessy Louis Vuitton SA, Sephora is setting up shop in an interactive mall on Stardoll.com, a virtual world and social networking site for girls age 9 through 17.

Mark Brohan

Research Director

Sephora USA Inc. is taking its online merchandising program to a whole new virtual world.

Along with Donna Karan New York, another subsidiary of LVMH Moët Hennessy Louis Vuitton SA, Sephora is setting up shop in an interactive mall on Stardoll.com, a virtual world and social networking site for girls age 9 through 17.

On Stardoll.com, shoppers can stroll into a virtual store set up by Sephora, try different shades of lip, eye and face makeup on their online stand-in, or avatar, and complete a purchase.

To pay for a purchase, Stardoll users and their parents set up an account and then use a credit card to purchase virtual currency, which can be redeemed online at Starplaza, the site’s online mall.

Sephora, No. 106 in the Internet Retailer Top 500 Guide, is setting up shop on Stardoll.com to reach a worldwide audience of new interactive customers. The site has more than 10 million registered users in over 200 countries. “The millions of members of the Stardoll community are a group of great relevance to the future of our brands,” says LVMH Group managing director Antonio Belloni.

Sephora is taking steps to diversify its online retailing initiatives. In 2006 Sephora became the exclusive beauty offering at JCPenney.com.

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