​Sephora has this week unveiled a new loyalty programme in Britain. Called MySephora, it replaces the existing loyalty programme.

The company said it’s “gifting the sense of exclusivity to its loyal customers through a tiered points-based loyalty programme designed to engage and reward their devoted community base through unique benefits”.

The retailer has been back in the UK market for two years now, launching originally online and then moving into physical stores. It opened its third UK location in Manchester earlier this year and said it “has seen tremendous growth across its website and app since launch and is showing no signs of slowing down”.

Evidence of that comes with its plans for two new stores this autumn in Newcastle’s Metro Centre and Eldon Square.

So the loyalty programme launch makes good sense with Sephora adding that its “commitment to providing exceptional brands and elevated customer experiences has propelled the UK’s success”.

As mentioned, it’s offering a points-based system for its growing British customer base. The new and enhanced system will offer “experiences and exclusive benefits” via a three-tiered programme across gold, silver and bronze, which will be accessible via desktop, mobile and the Sephora UK app.

As well as rewarding spend, it will reward customer engagement. That means points can be earned through activities like attending in-store services and reviewing products.

MySephora members enrolled in the loyalty programme can exchange their points for products from a curated selection of best-selling brands including Sol De Janeiro, Elemis, Fenty Beauty, Gisou and its own Sephora Collection. The reward catalogue offers “exclusivity to its customers at each tier”.

There will also be birthday gifts, an upgraded delivery proposition and early access to brand events.Gold members will get “deluxe rewards, free next-day delivery and exclusive early access to the MySephora Sales”.

Members can also opt to give back to Sephora’s chosen charity partner Face Equality International.

Existing loyal customers will be migrated into MySephora and their existing unused rewards will be honoured.