The topic of this SlideShare is Leadership within the Beauty Industry, with a focus on the popular Sephora and Ulta brands.

1. Leadership
in the
Beauty Industry
Drakal Wilkins

2. Article
“The Sephora Effect: How the cosmetics
retailer transformed the beauty Industry”

3. Article Summary
Millennials don’t want to buy make-up the same
way their moms did.
The expansion of Sephora and Ulta has proven this
ideology to be true.
Retailers with specific specialties have gained the
attention of make-up shoppers of all ages.

4. Article Summary
The in store experience of Sephora and Ulta is was
keeps its customers coming back.
It gives the nostalgia of young girls playing in their
mothers make-up.
They are able to go into both stores and try on and
experiment with different brands for FREE!

5. Article Summary
Prior to having these stores open, shoppers only had
two types of retail store options. They had options
such as CVS, or Duane Reade. They also had the
option to go to an upscale department store to have
make-up applied by people behind the counters.

6. Article Summary
Sephora and Ulta have now stepped up and filled
the void within the make-up industry.
They have many items for customers to choose from
for purchasing and experimenting.
Sephora’s décor gives a feeling of exclusiveness and
luxury.

7. Article Summary
Having the stores set up this way makes the products
more accessible for customer and allows customers
to try them out on their own.

8. Results of this Approach
 Both Sephora and Ulta have grown extraordinarily.
 Since 2007 the Ulta in Bolingbrook, Illinois has more
increased its store count to 765!
 Sephora has 360 stores in North America, and 1,800
outputs worldwide. Sephora also had a 8% increase in
revenue in 2014.
 Experts say that millennials are attracted to these stores
due to their set up, and assortment of products.

9. Results of this Approach
They both have gained loyal customers
Sephora is owned by French Conglomerate LVMH
(Moet Hennessy Louis Vuitton)

10. How does Leadership play a part?
 By Sephora and Ulta stepping up to change the face of the
make-up industry; they expelled traits of both leading and
managing. Such as:
- Vision and Strategy
- Creating value
- Influence and Inspiration
- Have followers
- Leading People
- Raising Expectations and Appeal to the Heart

11. Continued…
- Accomplishing a goal
- Motivating Others
- Explained Vision
- Plans Detail
- Counting Value
- Policies and Procedures
- Managing Work

12. Transactional or Transformational?
Within these two companies; the leadership
model presented was Transformational.
The article mentioned how stores such as CVS
were stepping up their displays in order to
follow the décor set up of Ulta and Sephora.

13. Continued …
Both companies served as a role model for other
cosmetic retailers.
They gained respect and trust from their fellow
competitors.
They also acted as a form of motivation for the
retailers that were watching them, and following
their lead.

14. A quick recap!!
 Sephora and Ulta
 Saw a void in the cosmetic industry
 Built their retail stores based off of this void
 Targeted millennials but also women of all ages
 Incorporated a lot of popular brands which makes them easily
accessible.
 The results from the changes they made have proven their theory to be
true.
 Millennials DON’T want to buy make-up the same way their mothers
did!
 They use a transformational leadership model to successfully run their
companies.

15. Why Transformational?
A transformational leadership serves as a role model
for its followers. This type of leadership also makes
necessary changes for the betterment of the industry.
It gains the trust and respect from those who are
watching, and those under this form of leadership as
well. After reading the article I believe that Sephora
and Ulta have used this form of leadership to run
their companies and to become successful.

16. Questions ?
Did either company know that making these
changes would be successful? Or was it a
taken risk that ended well?
With the beauty industry constantly evolving;
how do you make sure your whole customer
base is satisfied?

17. More Questions…
If the two companies were to attack another
void within the beauty industry; what would
it be and why?
Other than the Transformational leadership
model; what other models or traits do they
think can be used to build a successful brand
such as Sephora and Ulta?

18. Questions Continued
If any, what new features will the companies
add in the future in order to set themselves
apart and stay ahead of the pack?
Since product trends are adopted from brand
to brand with minor changes to each version;
is there a constant pressure to stay ahead and
bring out the new innovative ideas before
another brand does so?

19. Lastly,
Since this industry is based on the customers needs
and wants, how often do they incorporate customer
feedback into their present or future plans?
If Sephora and Ulta could describe the future of
make-up; how would they describe it? And where
would they be in it?

20. Works Cited
Halzack, S. (2015, March 09). The Sephora effect: How the
cosmetics retailer transformed the beauty industry.
Retrieved March 28, 2017, from
https://www.washingtonpost.com/news/business/wp/201
5/03/09/the-sephora-effect-how-the-cosmetics-retailer-
transformed-the-beauty-industry/?
utm_term=.2f204d2219fd