The document compares the American cosmetics websites Sephora.com and Sacks.com.br of Brazil. Sephora.com offers rich content like videos and social features, while focusing on sophisticated beauty. Sacks.com.br offers less video content and interactive features, instead focusing on sexy and glamorous beauty targeted towards males. The home pages also differ, with Sephora.com using a "shop window" effect with brands and products, while Sacks.com.br features Ricky Martin to symbolize Latino glamour.

1. Créateur de la Cosmétique
Végétale®
Benchmark
Internet Cosmetic
Players
® Marque déposée par Yves Rocher
25/05/201
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2. Executive summary –
Sephora.com
Sephora.com is a brand new and advanced «web 2.0 e-
commerce platform » offering to US consumers:
- Rich content (videos, product presentations…)
- Social CRM (dynamic FAQ, social media links, advice online,
user review... )
- Typical US marketing tips (free samples, free shipping…)
Brand global image
- Sephora US is devoted to the sophisticated and narcissic
beauty vs. Yves Rocher is devoted to beauty made by
nature
Home Page
- Easy navigation (with 2 entries : product and consumer
usage)
- No promotions and no prices shown
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3. American cosmetics websites: focus
Home
Page
• great visual effect on the home page: “shop
window” effect
• Communication around the new website
• Carousel occupies 90% of the page space
• Strong focus on brands Team
Internet Marketing & Social Media Central and products providing a
25/05/201 3

4. Home
Page
• Content renewal every week : Beauty
tips and product news
• Sephora How-to : commercial videos
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5. Home
Page
Cross-channel approach:
o Mobile applications (iPhone, iPad)
o Sephora newsletters
o Stores location
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6. Social
media 2.0
Sephora.com surfes on the Pinterest
Phenomenon in the US:
o Generates much more traffic on websites than
Twitter (survey on January 2012)
o Design and graphical approach seducing a woman
Internet Marketing & Social Media Central Team 25/05/201 6
community (80% of Pinterest users)

7. Social
media 2.0
Official Youtube
Channels:
- Many American cosmetic
brands and retailers
display one: M.A.C, Sephora,
Benefit, Mary Kay
cosmetics…
- Positive SEO impact
- Sephora : near 60,000
Internet Marketing and more than
subscribers & Social Media Central Team 25/05/201 7

8. Marketing
- Free samples to add to the
order:
=> Many brands use it: Sephora,
BoBBi Brown, lancôme usa…
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9. Shopping TV
o High-Definition videos and
advanced streaming
o Focus on products innovation
o Professional studios staging
o Commercial videos: 8-10 new
videos/year
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10. Collaborative
platform
o Beauty Talk : sophisticated platform for interactions
between customers and the brand: you no more need to
shop in the street to get personalized advices!
o Powered by Lithium (Social CRM software editor
competing with Dimelo in France)
o Beauty tips, testimonials
o Expert advices, comments from customers and Sephora
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fans 25/05/201 10

11. Instant
Feedback
o Instant Feedback : advice and suggestions made by
the customers on line
o Powered by User Voice
o Comments classified in categories
o Integrated search engine system
o Comments indexed on Google: SEO positive impact
o Enhances Sephora e-reputation
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12. Executive summary –
Sacks.com.br
Sacks.com.br is a web 1.0 e-commerce
platform vs. Sephora.com offering:
- Less video contents
- No use of carousel and interactive
content
- A beauty forum/blog
- Security labels to encourage the
brazilian customer to shop online
Global image:
- Focus on the seductive and sexy woman
for males vs. Sephora.com focusing on the
sophisticated and narcissic beauty
- Symbol of « latino » glamour : Ricky Martin
on the home page
Home page:
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13. Home Page
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