Writes Sephora CMO Julie Bornstein: The perception that men are always the early tech adopters is definitely shifting as women get increasingly technologically savvy. Women are embracing technology to make our lives easier. Savvy retailers get this. They are tailoring in-store and online technologies to the needs, tastes and interests of the consumers who will appreciate them the most: women. In turn, women are drawn even more to brands that use technology to enhance the shopping experience. Call it a virtuous cycle.