A case study of Sephora for a graduate class at University of Baltimore that had an emphasis on the many ways that designers and business people can work together to provide the synergies that successful design can bring to any organization.
S EP HORAA Brand Case Study Nikki Kerber PBDS 705 November 21
History• Started in 1969-70 as Shop 8 by Dominique Mondonnaud in France as a speciality perfumery store• Retired at age 50 in 1993 and rebranded as Sephora by a group who had bought the company• Purchased by Louis Vuitton Moet Hennessy (LVMH) in 1997
Current Statistics• Operates in 24 European countries• 60 stores in China• 280 stores in the U.S and Canada• Mini-stores in 270 JcPenny department stores• Carries over 13,000 products and 250 brands• LVHM had an increase of proﬁt of 14% in 2010
Terms• Logo - Sephora• Symbol - Flame• Tag-line - The Beauty Authority
Brand Marks Meaning of the sephora ﬂame color scheme used: black, white (and red) in stores
Brand Meaning• Modern and innovative way to purchase cosmetics, skin and hair care products, and other accessories.• Fun way to sample and experiment with new products.• Knowledgeable and professional sales associates and make-up artists to answer questions.• Friendly shopping atmosphere.
Differentiate• Open-sell, self-service retail model• Offers over 250 brands including niche brands Stila, NARS, and Hello Kitty• 3 free samples with online purchase• In-store beauty services• No cash wrap store model in NYC• Strong online and ofﬂine presence
Collaborate• JcPenny, October 2006• XpressSpa, October 2010• OPI, 2008• QVC, 2011
Innovate• 1st to utilize self-service retail model• Sephora private label products• iPhone & iPad app• 1st to create mobile website for ratings & reviews• 1st to create store without cash registers• Brings trends to customers all over the world
Marketing Efforts• 2009 • VIB membership• 2010 • Sephora-to-Go mobile website and iPhone app • Beauty Talk• 2011 • Summer: NYC same-day delivery service • July: Interactive iPad application; Nail Bar service in 7 stores • Sept: Debuted ﬁrst 100% no cash wrap store in NY • Oct: Fan Fridays on Facebook • Nov: Sephora TV