Sephora North America has announced the new SephoraMobile shopping experience – which the compnay calls the ultimate “Beauty to Go” shopping tool. With a full “tool kit” of features, SephoraMobile offers the “most inspiring, easy and innovative shopping experience for beauty lovers by redefining the experience of shopping in Sephora stores and on-the-go,” the company says. In addition, the new mobile site includes special features designed to take the Sephora Beauty Insider experience to a new level of personalization and fun.

“We recognized early on that our clients are increasingly accessing our site from their smartphones, and set out to provide them with a seamless experience no matter how they shop with us,” says Julie Bornstein, senior VP of Sephora Direct. “Leveraging technology never before used in the beauty sector, the new SephoraMobile gives our clients one central point of connection with Sephora, offering not only extensive information about all of our products but also providing personalized recommendations and access to their own beauty purchasing history to make shopping at Sephora more exciting and convenient than ever before.”

Features of SephoraMobile’s Tool Kit include quick and easy purchasing, ratings and reviews, past purchase history, customizable shopping lists,access to new products as they hit the shelves, rewards and personal recommendations, an easy-to-use Sephora Facebook page tool, and a GPS function that directs users to nearby stores.

While SephoraMobile is accessible from all smartphones, all of the functions of SephoraMobile will also be available on the soon-to-be-launched Sephora Beauty-to-Go application for the iPhone, iTouch and iPad, which will includeadditional feautures.

More info: www.sephora.com