A lot of more company are starting to incorporate beacon technology to target their consumers.
Sephore is one of them, check this article.
The Emergence Of Native Ads On Mobile, And How They're Turning Mobile Advertising On Its Head
We are in the post-PC era, and soon billions of consumers will be carrying around Internet-connected mobile devices for up to 16 hours a day. Mobile audiences have exploded as a result.
Read more: http://www.businessinsider.com/the-emergence-of-native-ads-on-mobile-2013-8#ixzz2bg9IgKCz