Beauty products manufacturer Sephora is using Facebook’s open graph to make sure members of its Beauty Insiders rewards club have very happy birthdays.

Sephora’s Birthday Insider application uses open graph both to remind Beauty Insiders members to claim their free gifts on their birthdays, and to remind Facebook friends who are also members about the birthdays, hoping to entice them to purchase Sephora products as presents.

The company said it launched its first ever Facebook app of this sort to mark its 14th year in the U.S.

Readers: Do you think more retailers should experiment with apps like Birthday Insider?