This morning Sephora launched their new iPhone app "Sephora To Go"!! I haven't checked out this app myself but from what I've read from appolicious and mygloss.com, the app offers beauty advice, video tutorials, ratings, reviews, new products, and staff picks. Sephora's "Beauty Insiders" can also look up previous purchases and samples, access their accounts, and create shopping lists. This makes reordering super easy and breezy :) The app also has a search function where you can use the brands tab to filter results.
The coolest feature in my opinion is the scanning function that appolicious mentioned. Once the user captures a product image while shopping at Sephora stores, the app is supposed to show you a list of user reviews of that product. The app also offers a built-in shopping cart for quick purchases.
Sounds nifty doesn't it? I have to check it out myself!