2. SO, WHAT IS SEPHORA?
๏ A chain of cosmetic stores that offers beauty, skincare, fragrance, and hair care
products
๏ The brand sticks to their clean image and a few key messages
๏ Target demographic: females ages 18-45
3. TARGET DEMOGRAPHIC
๏ As said earlier, Sephora’s target demographic is females ages 18-45
๏ This means teenagers looking for acne products and middle aged women
looking for anti-aging products
๏ Both are shopping for makeup and hair care products
4. MOBILE ADVERTISING: MOBILE SITE
๏ Very mobile-friendly website by being easily recognizable and similar to
Sephora’s full page website and layout
๏ Easily navigable website
๏ Distinct categories
๏ Mobile app advertisement on their website
๏ Nothing special
5. MOBILE ADVERTISING: MOBILE APP
๏ Easy to shop straight from your smartphone
๏ Similar to the mobile site, with small additions
๏ “loves” list specialization
6. MOBILE ADVERTISING
๏ Sephora’s mobile webpage contains the basics
๏ It’s missing an extra something to set it apart
๏ It’s too simple and mirrors the basics of Sephora’s full page website
๏ Smaller format ≠ less features and graphics
7. HOLIDAY HOMEPAGE
๏ The full page site currently has festive graphics running along the homepage for
the holidays
๏ The mobile site is missing this feature
8. CUSTOMER EXPERIENCE
๏ Since Sephora is a high end brand, customers want their shopping experience to
parallel that
๏ Customers want to get the most for their money
๏ If they’re paying a lot for a product, they want the buying experience to feel
luxurious
9. RECOMMENDATIONS
๏ To better the mobile site, Sephora should create custom features exclusive to their
mobile site and app
๏ An example of this would be using your smartphone to scan products/shades to
purchase later
๏ A way to find your custom shade by taking a photo and scanning your skin tone,
similar to their in store device, the color IQ
๏ Some type of unique feature would set their mobile site apart from competitors as well
as set them apart from their full website
10. SUMMARY
๏ On a smartphone, Sephora’s website is very mobile-friendly
๏ Easy brand recognition
๏ Signature logo and familiar layout
๏ Custom features exclusive to Sephora’s mobile app and site would propel the
brand’s percentage of mobile purchases as ell as set the brand apart from its
competitors
