US retailer Sephora will host the crowdsourcing site Volition in an attempt to gain consumer insight in product development decisions.

Volition – a start-up company that allows users to vote for the products they want to see created – has its own site, however, LVMH-owned Sephora will host it on its own homepage.

The partnership with Volition gives Sephora the ability to delve further into the tech-savvy consumer psyche and offering more personalized experiences for its customers, a strategic focus for the company at present.

Brandy Hoffman, Co-Founder of Volition, New York, says, “Sephora shares our passion for community and deep appreciation for the power of engagement.
“They are the beauty industry leader. We are so excited to launch with such a respected, innovative and supportive partner.”