Marc Jacobs Beauty Creates App To Make Products Shoppable Via Instagram

Thousands of brands, bloggers and retailers post products to Instagram every day, but due to the social media site's "no-links handicap," they can't link out to those products for followers to buy. Now, Marc Jacobs Beauty has debuted a solution to this frustrating problem.

By signing up on their Shop via @MarcBeauty Instagram website with your email address and Instagram handle, every week you will receive an email with purchase details for any @marcjacobsbeauty Instagram posts you liked that had the hashtag #shopmjb. Pretty simple, right?

Fashionista spoke with Kelly Coller, senior director of marketing for Kendo Brands, an LVMH entity focused on developing new beauty brands in partnership with "creative leaders." She explained that the brand's in-house digital and marketing teams have been working since last spring to develop the app. They felt it would be a service uniquely suited to the Marc Jacobs customer, who she says is a bit younger than other luxury beauty consumers, in the 25–35 age range and very digitally engaged.

"With Marc Jacobs Beauty, the driver for the brand is 'luxury reinvented,'" she said. "We wanted to control every touch-point of the client shopping with us."

Coller says that since launching Wednesday, she and her team have already seen a huge response, which exceeded their initial goals.

"They're product junkies," she said. Additionally, the brand has promised exclusive items and special deals to lure people into the Instagram shoppability component. As for what's next for Marc Jacobs Beauty, Coller said the brand is "always about surprising and delighting our consumers," and to expect "a lot of amazing things in the works for 2015."

Check out Marc Jacobs Beauty's latest posts on Instagram below:

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