Sephora Tweens: How Mobile Technology and Social Media Turn Brands into Travel Destinations.

Abstract

This paper explores how mobile technology and social media transform retail brands like Sephora into travel destinations for tweens aged 9 to 12. Tweens’ engagement with brands is shaped by digital and cultural trends, with Sephora’s appeal extending beyond traditional retail to influence travel behaviours through platforms like Instagram and TikTok. Sephora’s mobile app integrates features like geolocation and service booking, enabling tweens to incorporate Sephora visits into their travel plans. This study explores how smart tourism innovations, such as location-based services and augmented reality, enhance Sephora's appeal and create experiences that align with identity-driven aspirations. Using focus group discussions, the research investigates the impact of social media and mobile technology on travel behaviours, highlighting the relationship between technology, identity, and consumer culture. The findings contribute to understanding retail tourism, showing how brands evolve into cultural landmarks within smart city ecosystems, and offer marketing strategies for leveraging digital engagement and smart tourism.