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.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
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.
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
ephora is a leader in global prestige retail, teaching and inspiring clients to play in a world of beauty. Owned by LVMH Moët Hennessy Louis Vuitton, the world's leading luxury goods group, Sephora has earned its reputation as a beauty trailblazer with its expertise, innovation, and entrepreneurial spirit.
Sephora’s mission is to build the most knowledgeable and professional team of product consultants in the beauty industry that can identify skin types, understand the history of makeup and fragrances and how to interact with Sephora’s diverse clientele
In this work, we create an international marketing plan in order to extend the production and distribution of a famous sunglasses brand, Gentle Monster.
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
Consumer Behaviour Analysis - Wild Stone DeodorantsKashyap Mitra
Consumer behaviour analysis of Wild Stone deodorants.
This was done as a part of my Summer Internship Program for McNROE Consumer Products Pvt. Ltd.
The survey was done in Kolkata.
Fogg perfumes marketing strategy post covid-19RidhiKochar1
We were assigned the responsibility to draw a marketing plan for the Fogg perfume (SPECIFICATIONS: Variant- Spicy Black
Quantity - 120 ml) keeping in mind the post-Covid situation.
We worked out on the 4Ps of Fogg, its STP, SWOT, competitors, and then designed a marketing plan different from its current strategy.
Final Project Fashion in Technology and Retailc.docxAKHIL969626
Final Project: Fashion in Technology and Retail
c
Fashion in Technology and Retail
Professor Jennifer Lezan
Final Project
By Jeimy M. Jimenez
About Sephora
Sephora is a leader in global prestige retail, teaching and inspiring clients to play in a world of beauty. Owned by LVMH Moët Hennessy Louis Vuitton, the world's leading luxury goods group, Sephora has earned its reputation as a beauty trailblazer with its expertise, innovation, and entrepreneurial spirit.
At Sephora, beauty is in our DNA. Our revolutionary beauty-retail concept, founded in France by Dominique Mandonnaud in 1970, is defined by its unique, open-sell environment with an ever-increasing assortment of products from carefully curated brands, featuring indie darlings, emerging favorites, trusted classics, and Sephora’s own, SEPHORA COLLECTION. Today, Sephora is not only the leading retailer of perfume and cosmetics stores in France, but also a powerful beauty presence in countries around the world thanks to its unparalleled assortment of prestige products in every category, unbiased service from experts, interactive shopping environment, and innovation.
Sephora believes every stroke, swipe and dab reveals possibility, and we share our client’s love for the confidence that our products, services, and expertise brings to their life every day. In every store, clients unlock their beauty potential at our Beauty, Skincare and Fragrance Studios through intuitive technology and guidance from the most knowledgeable and professional team of product consultants in the beauty industry.
Sephora stores – Sephora operates approximately 2,300 stores in 33 countries worldwide, with an expanding base of over 430 stores across the Americas. Sephora opened its first U.S. store in New York’s Soho neighborhood in 1998, and its first Canadian store in Toronto in 2004. The Sephora Americas headquarters and Innovation Lab are located in San Francisco, with corporate offices in New York, Mexico City, Montreal, Toronto and São Paolo.
Sephora.com - Launched in the U.S. in 1999 and Canada in 2003, the foremost prestige beauty site on the Internet is also Sephora's largest North American store and is where clients can engage with an inclusive beauty community on our award-winning Beauty Board, and interactive Beauty Talk.
Sephora mobile – Obsessed with teaching and inspiring clients to play in a world of beauty, Sephora has pioneered the use of mobile in beauty, creating groundbreaking content on its intuitive Sephora app and on social media to bring Sephora’s expertise to our clients whenever and wherever they want.
Beauty Insider - In 2007, Sephora launched a client loyalty program to feed their addiction to beauty with unique rewards and experiences. The Beauty Insider program is available in Sephora stores nationwide and at www.sephora.com. In 2009, Sephora launched V.I.B. [Very Important Beauty Insider], and in 2013, added VIB Rouge, two premium levels for Beauty Insiders th ...
ephora is a leader in global prestige retail, teaching and inspiring clients to play in a world of beauty. Owned by LVMH Moët Hennessy Louis Vuitton, the world's leading luxury goods group, Sephora has earned its reputation as a beauty trailblazer with its expertise, innovation, and entrepreneurial spirit.
Sephora’s mission is to build the most knowledgeable and professional team of product consultants in the beauty industry that can identify skin types, understand the history of makeup and fragrances and how to interact with Sephora’s diverse clientele
In this work, we create an international marketing plan in order to extend the production and distribution of a famous sunglasses brand, Gentle Monster.
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
Consumer Behaviour Analysis - Wild Stone DeodorantsKashyap Mitra
Consumer behaviour analysis of Wild Stone deodorants.
This was done as a part of my Summer Internship Program for McNROE Consumer Products Pvt. Ltd.
The survey was done in Kolkata.
Fogg perfumes marketing strategy post covid-19RidhiKochar1
We were assigned the responsibility to draw a marketing plan for the Fogg perfume (SPECIFICATIONS: Variant- Spicy Black
Quantity - 120 ml) keeping in mind the post-Covid situation.
We worked out on the 4Ps of Fogg, its STP, SWOT, competitors, and then designed a marketing plan different from its current strategy.
Final Project Fashion in Technology and Retailc.docxAKHIL969626
Final Project: Fashion in Technology and Retail
c
Fashion in Technology and Retail
Professor Jennifer Lezan
Final Project
By Jeimy M. Jimenez
About Sephora
Sephora is a leader in global prestige retail, teaching and inspiring clients to play in a world of beauty. Owned by LVMH Moët Hennessy Louis Vuitton, the world's leading luxury goods group, Sephora has earned its reputation as a beauty trailblazer with its expertise, innovation, and entrepreneurial spirit.
At Sephora, beauty is in our DNA. Our revolutionary beauty-retail concept, founded in France by Dominique Mandonnaud in 1970, is defined by its unique, open-sell environment with an ever-increasing assortment of products from carefully curated brands, featuring indie darlings, emerging favorites, trusted classics, and Sephora’s own, SEPHORA COLLECTION. Today, Sephora is not only the leading retailer of perfume and cosmetics stores in France, but also a powerful beauty presence in countries around the world thanks to its unparalleled assortment of prestige products in every category, unbiased service from experts, interactive shopping environment, and innovation.
Sephora believes every stroke, swipe and dab reveals possibility, and we share our client’s love for the confidence that our products, services, and expertise brings to their life every day. In every store, clients unlock their beauty potential at our Beauty, Skincare and Fragrance Studios through intuitive technology and guidance from the most knowledgeable and professional team of product consultants in the beauty industry.
Sephora stores – Sephora operates approximately 2,300 stores in 33 countries worldwide, with an expanding base of over 430 stores across the Americas. Sephora opened its first U.S. store in New York’s Soho neighborhood in 1998, and its first Canadian store in Toronto in 2004. The Sephora Americas headquarters and Innovation Lab are located in San Francisco, with corporate offices in New York, Mexico City, Montreal, Toronto and São Paolo.
Sephora.com - Launched in the U.S. in 1999 and Canada in 2003, the foremost prestige beauty site on the Internet is also Sephora's largest North American store and is where clients can engage with an inclusive beauty community on our award-winning Beauty Board, and interactive Beauty Talk.
Sephora mobile – Obsessed with teaching and inspiring clients to play in a world of beauty, Sephora has pioneered the use of mobile in beauty, creating groundbreaking content on its intuitive Sephora app and on social media to bring Sephora’s expertise to our clients whenever and wherever they want.
Beauty Insider - In 2007, Sephora launched a client loyalty program to feed their addiction to beauty with unique rewards and experiences. The Beauty Insider program is available in Sephora stores nationwide and at www.sephora.com. In 2009, Sephora launched V.I.B. [Very Important Beauty Insider], and in 2013, added VIB Rouge, two premium levels for Beauty Insiders th ...
Ex-Nihilo - Niche perfumery Business planVivek Sharma
The current position of the Niche Brand Ex-Nihilo, and the do's and don'ts that follow their decision-making process.
Some marketable ideas for the branding activities of the infamous brand.
A Harvard case focused on positioning, product launch and pricing decisions for a brand. It was extremely challenging to solve and allowed me to get an in-depth understanding on products and how to position them.
Digital audit of Sephora's current website, and social media platforms. All aspects have been benchmarked against current competitors digital presence. Recommendations available on how to close the gap between current state and desired state.
This is the group project for one of my college elective course: Marketing and Management of Arts. The proposal was made when I was in the second year of college. My partner and me decided to choose perfume as our main product. However, we want to create some differences among all competitors in the perfume market. Therefore, we would like to open a DIY perfume shop, and thus proposed the outline of our business plan. The plan included our marketing method, estimate of cost, shopping mechanism...etc.
Research & Creative Brief Proposal for Accessories Brand Allure Ena Teo Jia En
Individual Branding Project
Brand Creation and Marketing Research
Case Studies includes H&M, Helen and Diva
Year 2 for BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
Johnny Depp Long Hair: A Signature Look Through the Yearsgreendigital
Johnny Depp, synonymous with eclectic roles and unparalleled acting prowess. has also been a significant figure in fashion and style. Johnny Depp long hair is a distinctive trademark among the various elements that define his unique persona. This article delves into the evolution, impact. and cultural significance of Johnny Depp long hair. exploring how it has contributed to his iconic status.
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Introduction
Johnny Depp is an actor known for his chameleon-like ability to transform into a wide range of characters. from the eccentric Captain Jack Sparrow in "Pirates of the Caribbean" to the introspective Edward Scissorhands. His long hair is one constant throughout his evolving roles and public appearances. Johnny Depp long hair is not a style choice but a significant aspect of his identity. contributing to his allure and mystique. This article explores the journey and significance of Johnny Depp long hair. highlighting how it has become integral to his brand.
The Early Years: A Budding Star with Signature Locks
1980s: The Rise of a Young Heartthrob
Johnny Depp's journey in Hollywood began in the 1980s. with his breakout role in the television series "21 Jump Street." During this time, his hair was short, but it was already clear that Depp had a penchant for unique and edgy styles. By the decade's end, Depp started experimenting with longer hair. setting the stage for a lifelong signature.
1990s: From Heartthrob to Icon
The 1990s were transformative for Johnny Depp his career and personal style. Films like "Edward Scissorhands" (1990) and "Benny & Joon" (1993) saw Depp sporting various hair lengths and styles. But, his long, unkempt hair in "What's Eating Gilbert Grape" (1993) began to draw significant attention. This period marked the beginning of Johnny Depp long hair. which became a defining feature of his image.
The Iconic Roles: Hair as a Character Element
Edward Scissorhands (1990)
In "Edward Scissorhands," Johnny Depp's character had a wild and mane that complemented his ethereal and misunderstood persona. This role showcased how long hair Johnny Depp could enhance a character's depth and mystery.
Captain Jack Sparrow: The Pirate with Flowing Locks
One of Johnny Depp's iconic roles is Captain Jack Sparrow from the "Pirates of the Caribbean" series. Sparrow's long, dreadlocked hair symbolised his rebellious and unpredictable nature. The character's look, complete with beads and trinkets woven into his hair. was a collaboration between Depp and the film's costume designers. This style became iconic and influenced fashion trends and Halloween costumes worldwide.
Other Memorable Characters
Depp's long hair has also been featured in other roles, such as Ichabod Crane in "Sleepy Hollow" (1999). and Roux in "Chocolat" (2000). In these films, his hair added a layer of authenticity and depth to his characters. proving that Johnny Depp with long hair is more than a style—it's a storytelling tool.
Off-Screen Influenc
Care Instructions for Activewear & Swim Suits.pdfsundazesurf80
SunDaze Surf offers top swimwear tips: choose high-quality, UV-protective fabrics to shield your skin. Opt for secure fits that withstand waves and active movement. Bright colors enhance visibility, while adjustable straps ensure comfort. Prioritize styles with good support, like racerbacks or underwire tops, for active beach days. Always rinse swimwear after use to maintain fabric integrity.
MRS PUNE 2024 - WINNER AMRUTHAA UTTAM JAGDHANEDK PAGEANT
Amruthaa Uttam Jagdhane, a stunning woman from Pune, has won the esteemed title of Mrs. India 2024, which is given out by the Dk Exhibition. Her journey to this prestigious accomplishment is a confirmation of her faithful assurance, extraordinary gifts, and profound commitment to enabling women.
La transidentité, un sujet qui fractionne les FrançaisIpsos France
Ipsos, l’une des principales sociétés mondiales d’études de marché dévoile les résultats de son étude Ipsos Global Advisor “Pride 2024”. De ses débuts aux Etats-Unis et désormais dans de très nombreux pays, le mois de juin est traditionnellement consacré aux « Marches des Fiertés » et à des événements festifs autour du concept de Pride. A cette occasion, Ipsos a réalisé une enquête dans vingt-six pays dressant plusieurs constats. Les clivages des opinions entre générations s’accentuent tandis que le soutien à des mesures sociétales et d’inclusion en faveur des LGBT+ notamment transgenres continue de s’effriter.
Is your favorite ring slipping and sliding on your finger? You're not alone. Must Read this Guide on What To Do If Your Ring Is Too Big as shared by the experts of Andrews Jewelers.
From Stress to Success How Oakland's Corporate Wellness Programs are Cultivat...Kitchen on Fire
Discover how Oakland's innovative corporate wellness initiatives are transforming workplace culture, nurturing the well-being of employees, and fostering a thriving environment. From comprehensive mental health support to flexible work arrangements and holistic wellness workshops, these programs are empowering individuals to navigate stress effectively, leading to increased productivity, satisfaction, and overall success.
Have you ever wondered about the lost city of Atlantis and its profound connection to our modern world? Ruth Elisabeth Hancock’s podcast, “Visions of Atlantis,” delves deep into this intriguing topic in a captivating conversation with Michael Le Flem, author of the enlightening book titled “Visions of Atlantis.” This podcast episode offers a thought-provoking blend of historical inquiry, esoteric wisdom, and contemporary reflections. Let’s embark on a journey of discovery as we unpack the mysteries of ancient civilizations and their relevance to our present existence.
1. Angelique Holguin
Cecilia Serrano
Elizabeth George
Emily Wiley
Lauren Fletcher
3750
Spring 2011
2. Introduction
In the past the only place to buy high-end make up was in a department store. Specialty
stores that only sold make-up did not exist until the 90’s. Sephora stores were a brand new idea,
never had a store been designated exclusively for make-up for multiple brands. This concept
spread like wild fire and has become one of the most popular stores for make-up.
Understanding Your Retailer
The Sephora concept began 42 years ago under the name Shop 8. Founded in 1969 in
France by Dominique Mandonnaud, Sephora first started out as a new and innovative concept for
a beauty retail store. The idea of Sephora was meant to offer the consumers a more “hands on”
experience while shopping for cosmetics. In 1993 the name changed from Shop 8 to Sephora, it
came to be through a blending of two ancient concepts of beauty. Mandonnaud chose the name
of Moses’ beautiful wife Zipporah and then proceeded to merge it with the Greek word sephos,
meaning “pretty”. The end result: Sephora.
In December of 2009, it was reported that Sephora had 986 stores in 23 different
countries and over 250 stores located across North America. Sephora.com was launched in the
United States in 1999 offering more than 13,000 products and more than 200 brands. In 2006,
the relationship between Sephora and JCPenny began. Today, across the country, there are 155
Sephora stores located in the middle of JCPenny stores. Sephora offers products in categories
ranging from makeup to bath and body. Looking at their webpage, categories include makeup,
skincare, fragrance, bath and body, hair, tools and accessories, men, and natural. Sephora also
offers over 200 brands, including popular beauty brands such as Nars, Urban Decay, Stila, and
their exclusive Sephora Collection (sephora.com, 2011).
3. Sephora’s perception in the marketplace is that they are seen as a higher-end beauty retail
store offering designer products alongside expert and knowledgeable advice from employees in
the areas of beauty. Sephora University was created to educate product consultants on all beauty
products. This expertise aspect that comes along with the brand name Sephora brings added
value to the products being offered for the consumer. Since many products made available to
consumers are more expensive than other beauty brands, this encourages the consumer to engage
in aspirational shopping which is related to reaching one’s ideal self. Their image can also be
perceived as being more fashion forward compared to their competitors. Many products that are
advertised are being used in fashion shows, which support the notion that Sephora can be
considered a trendy and even luxury beauty retailer.
ULTA is pinpointed as Sephora’s main competitor among in their market. ULTA was
chosen and analyzed as their main competitor because the beauty retailer offers a different
assortment of products, half of the make-up that ULTA carries is drug store make-up. The one
stop shop beauty retailer also offers hair salons located in all ULTA stores. On their website,
they describe themselves as a retailer that “provides one-stop shopping”, since all ULTA stores
offer a salon, skin care spa and make-up of various price points it gives the consumers a
utilitarian benefit of getting everything on their beauty list done in one place.
Sephora’s main advantage compared to ULTA is their global exposure. As stated before,
Sephora has stores located in 23 different countries and is still expanding. ULTA only has 389
operating stores throughout 40 states. Another advantage that Sephora has over ULTA is that
they offer exclusivity on some of their higher-end products. Exclusivity carries the notion that
prestige comes along when shopping at a certain retailer. However, the fact that Sephora wants
4. to be considered a high-end retailer can hurt them as well. Many consumers are not willing to
spend more on designer beauty products.
Store Visits and Evaluations
ULTA and Sephora both cater to a predominantly female clientele of all ages. Their
clientele all share a love of make-up, a need for beauty supplies, and skin care. However,
Sephora’s customers have a need for more well-known designer brands such as Dior, St. Tropez,
and Laura Mercier cosmetic lines, and skin care products. Sephora’s customers are not wealthier
than ULTA’s customers; rather they do not mind spending more on cosmetics.
ULTA’s layout is fragrance and weekly ad specials in the front with a full service salon
in the back. The store is organized so that one side is more mainstream low price point cosmetic
lines such as L’Oreal and Cover Girl, as well as make-up and hair tools; the other side of the
store carries make-up that has a higher price point. The salespeople tend to have a vast
knowledge of the products offered and experience with make-up application. The sales
associates are always willing to give customers their personal opinion on what they feel to be the
best product for the money. The store is clean, spacious and carries an aroma from scented of
burning candles. As the consumer walks to the back of the store she would catch the smell of
hair products from the full service salon. The signage is very basic and similar to that of big box
retailers, in that it is computer generated in black bold typing to catch their guest’s eye of the
specials being offered that week. The price points of ULTA vary from a $1.00 lip balm to a $200
hair dryer. Displays in ULTA consist of tables topped with featured products or beauty tools; the
store layout is very simple compared to other retailers. Sales and promotions are offered weekly,
and guests who are members of the ULTA program receive coupons and points towards
purchases.
5. Sephora’s layout is different from ULTA’s; Sephora has designed their stores in a grid
format. Similar to a grocery store, Sephora has aisles of make-up products, beauty tools,
fragrances, and skin care products. As a customer walks into a Sephora she will see the make-up
is in the center of the store, the fragrance runs along the sides of the store, skin care is in the
back, and the checkout is in the middle. Sephora was smart to design their store this way; it
draws the customer through the store winding around until she gets to the register. The grid
format keeps Sephora organized so the small stores do not have a cluttered feeling; the customer
must make her way to the checkout by passing an abundance of products. Once at the checkout
the customer is again surrounded by point of sale merchandise.
The sales associates in Sephora are all trained at the Sephora University; each associate is
trained in basic make-up, skin care, and perfume knowledge. After that Sephora’s employees
have the option to become an “expert” in which ever field they want to learn more about (About
Sephora, 1999). All of the product consultants at Sephora are always more than happy to assist
whoever wants help or needs advice; the convenience of the knowledgeable consultants is that
they offer advice based on product knowledge and usage. The consultants do not push certain
brands on to their customers.
The stores play pop music that doesn’t overwhelm their guests, Sephora does not
intentionally have their stores smell a particular way; rather customers spray the fragrances
causing the aromas in the store. All Sephora’s have a white tiled floor, giving the impression of a
clean establishment, also throughout the store there are stations that guests may deposit trash into
after testing their products.
The signage within Sephora is small and simple; there are large images over each of the
products displays that case the products. In the front of the stores are large hanging posters and
6. window signage about certain products that the Sephora is pushing at the moment. Throughout
the store guests can test all of the products; on occasion there are small samples that are featured.
Sephora’s price points range from $10 to $350, the make-up store offers products that can
fit every budget. Sephora sends out weekly emails to its members about upcoming promotions
and benefits to beauty insider card holders. Sephora members get points on every purchase and
can use those points for free products. The only sales that Sephora has are online; Sephora does
offer free samples with certain purchases.
ULTA and Sephora both utilize customer relationship management; however Sephora’s
loyalty program surpasses that of ULTA. Sephora’s customer service tends to be more
knowledgeable and friendlier than ULTA’s. Also, if a customer is a member of their rewards
program the computer stores their information and previous purchases helping to make a hassle
free shopping experience. The employees at ULTA at times appear to be rushed, and will assist
several customers at one time making for a more impersonal shopping experience. ULTA has a
more open store layout making it easier to peruse the aisles whereas Sephora tends to have
smaller aisles and a more cramped store layout.
ULTA is deficient on their assortment. They offer mostly products that can be found at
any big box retailer or grocery store. Their price points tend to be higher than other retailers due
to their low turnover of products. Sephora, unlike ULTA offers certain lines that cannot be found
at some department and specialty stores. Products are not always in stock at ULTA making it
frustrating for customers who come in looking to purchase their favorite foundation or perfume
causing for lost sales to competitors.
Marketing
Traditional Marketing
7. One of the best ways for any company to market
themselves is by using celebrity endorsers and Sephora is no
stranger to celebrity endorsers. Stars like Kim Kardashian
and Jennifer Aniston have both launched successful
fragrance lines at Sephora. Tattoo artist and reality TV star,
Kat Von D has her own successful make-up and fragrance
line at Sephora. With ads seen on blogs, magazines, store displays even racecars, it was almost
impossible to escape Kim Kardashian’s fragrance ad.
Also, there are the traditional advertisements placed
in magazines such as Vogue, Glamour and People’s
Style Watch. Just recently, Sephora by OPI
collaborated with the popular TV show Glee for a set
of limited edition nail polishes with colors such as Slushied, Gleek
Out and Mash Up ("Sephora by opi," 2011) . There are not very
radio or television advertisements for Sephora, at least not in the
United States. However, Sephora supports many charitable causes
through their product purchases. Sephora supports Breast Cancer
Awareness with pink themed products such as brushes, make-up
palettes, compact mirrors, and Clarisonic Skincare brush. They also
support Canine Companions for Independence, Get One Give One Campaign for City of Hope,
Fight Against Prostate Cancer and their own charity The Sephora Project. The Sephora Project is
“…Our beauty-full initiative created to educate and empower women whose mission, like
ours, is to make the world a more beautiful place. For each in store and or online
8. purchase of special The Sephora Project items, well make a donation to Girls for Change,
a national organization that empowers girls to create positive social change” ("The
sephora project," 2008).
Untraditional Marketing
“So much of the beauty and personal care industry
relies on word-of-mouth for success. Women turn to friends
and peers to learn about trusted products. Increasingly, that
viral
communication is
happening online
in communities like MySpace, Facebook and Twitter”
(Renfrow2009). Sephora utilizes the concept of Sephora
uses untraditional marketing in many ways such as YouTube videos, their Facebook and Twitter
page, and Sephora’s Beauty and the Blog. Sephora’s YouTube page includes 148 videos
demonstrating make-up tutorials by Sephora’s Pro Team make-up artists, new product launches,
exclusive celebrity products, and make-up trend reports. Kat Von D also has her own make-up
tutorial videos using her products from Sephora. There are also many make-up enthusiasts that
create their own tutorial videos and use Sephora make-up exclusively. Sephora’s Facebook page
has over 1,000,000 likes and over 142,000 followers on Twitter. Their posts include one day
sales, hottest new products, product reviews, contests/sweepstakes and store events. Facebook
also has a way of giving virtual gifts to your Facebook friends in order to create buzz and virtual
marketing on the newest products. In other forms of untraditional marketing, when you purchase
9. an item from Sephora.com it asks you your hair color, eye color, skin type in order to better
match your needs by emailing you possible suggestions that would look and work best for you.
Reaching their Target Consumers
Sephora is a specialty retailer with a specific target consumer, the make-up enthusiast.
Their marketing efforts do not need to be as extensive as a department store or fast food chain.
In fact, most of Sephora’s advertisements are not seen in billboards or commercials. Instead their
loyal consumers receive their catalogs, interact on their social media sites and frequently make
in-store and online visits. Sephora understands their loyal consumers because they created
customer profiling databases through their loyalty cards; this helps them market individually
rather than assume all their customers have the same needs. Sephora’s loyalty cards help in
driving sales across channels and building stronger, more personalized customer relationships
(neolane2007). Sephora is successful at reaching their target customer because they are able to
predict purchasing behavior across multiple channels which increase loyalty and revenue per
customer (neolane2007). According to one “avid shopper of Sephora” and blogger for Fashion
Marketing Critic,
“The use of tailoring their recommendations based on my past purchases works. They
know what brands I've been surfing on their online site, plus they also record all my in-
store purchases each time I swipe my Beauty Insider card at the point-of-purchase. They
have enough stats on me to figure out what skin type I have, how old I am and what
brands I am a fan of. This means every time they send me something they will try to
make it so that I open the email” ("Sephora's Christmas holiday," 2010).
10. Through this method Sephora is able to better understand their consumers and helps them target
consumer’s individual needs. In turn, customers enjoy receiving discounts and notifications of
items they might like which causes them to make more frequent purchases.
When consumers shop at Sephora, their purchases tend to be more hedonic. If you are in
need of basic make-up, hair or skincare products, you are more likely to purchase these items at a
drugstore or a Walmart. However, Sephora’s target consumer has a different need recognition
and when they are in need of make-up, hair or skincare products they are looking for more
variety, better quality, and stylish brands. A lot of their customers are also driven to achieve their
desired states in their need recognition by perusing the store “out of boredom or because of a
motivation to engage in variety seeking” (Babin 2011 p 221). This works out as a benefit for
both the consumer and Sephora; since in reality, Sephora is an experience store. Sephora
recognizes this need and allows their consumers to test make-up eye shadows, foundations,
eyeliners, fragrances, nail polishes, blushes, lipsticks, and much more. They have make-up
experts to assist you purchasing decisions or how to apply the products they sell. Sequentially,
consumers feel as though they are getting expert knowledge and can feel confident about their
purchase. This all goes along with the decision making process, that the customer recognizes a
need and gathers external research on the product. In this case, the consumer can view an
advertisement, see a mention in this month’s Glamour magazine, receive a direct email, or
possibly hear about the latest make-up trend through E! News. The consumer can then visit in-
store to test out the product or go online and read product reviews that describe the reviewer’s
skin type, tone and age. They are then ready to make a decision on whether or not to purchase
the item.
11. Conclusion
Sephora’s store design, product differentiation, and marketing
efforts have led them to be one of the most successful cosmetics company
around the world. Women all over the world flock to Sephora stores in
order to receive their beauty knowledge and hottest beauty products.
Their consumers trust their input and expertise to make the right
purchase. Sephora makes sure they retain their loyal consumers with personalized
recommendations, free samples, and store discounts. Competitors such as ULTA may compete in
price but not in customer service, product assortment, or with such an extensive loyalty rewards
program. Sephora has remained the beauty authority for many years and will continue to provide
women with glamour, confidence and luxury for decades to come.
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http://www.sephora.com/go/thesephoraproject/index.jhtml
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