Makeup in a Flash: Sephora’s Free 2 Day Delivery Service

Yesterday, select Sephora fans were emailed an invitation to join Sephora FlashTranslation: Everyone’s favorite makeup store most likely reached out to their best customers.  Further translation: Those with an ungodly stash of beauty insider points. (Raising my hand here.) 

Sephora Flash is a pilot program that sounds similar to Amazon Prime, which offers free 2-day shipping with no minimum purchase for an annual fee of $79.  Sephora’s program offers unlimited, free 2-day delivery on eligible purchase for $10 a year.  We’re not sure what consists of “eligible purchases,” but we’re assuming most items qualify.

Currently, the program is invite only.  Compared to Amazon Prime’s fee, $10 is very reasonable.  Then again, Amazon’s inventory includes everything from books to fish sauce to electronics, whereas Sephora is confined to the beauty sphere.  On one hand, free shipping prevents you from making additional purchases to qualify for free shipping.  On the other hand, what’s stopping you from non-stop ordering because, well, shipping is free?

What are your thoughts on Sephora Flash?