Sephora is a chain of high-end cosmetics stores with a significant digital presence. The document analyzes Sephora's website, target markets, competitors, and social media strategies. It finds that Sephora's website is optimized for speed and its checkout process is customer-friendly. On social media, Sephora excels on Facebook and YouTube but could improve engagement on other platforms by providing more unique and interactive content tailored to each audience. The document identifies opportunities to better showcase products on Sephora's website and attract older audiences through strategic use of Facebook. It recommends optimizing digital strategies to maintain customers as they age.
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
Professional case study designed by Anne V. Edouard . Originated from Harvard Business Case Study Problems. Digital Marketing Initiative recommendations.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
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
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.
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
Established brand positioning and worked as Media Director to manage a team to develop a fully integrated national campaign to reach Generation Y females.
ZARA's 6 months social media strategy plan for Social Commerce class at Parsons The New School for Design. Project includes SWOT analysis, strategic plan to improve ZARA's social media, guerrilla marketing, and partnership marketing.
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
This project was the final project for the Marketing Management 2 course at McGill university. We represented team MAC, and "battled" against team Make Up Forever, a competing cosmetics brand. This project resulted in our team winning the battle, as well as top marks in the class.
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 ...
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
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.
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
Established brand positioning and worked as Media Director to manage a team to develop a fully integrated national campaign to reach Generation Y females.
ZARA's 6 months social media strategy plan for Social Commerce class at Parsons The New School for Design. Project includes SWOT analysis, strategic plan to improve ZARA's social media, guerrilla marketing, and partnership marketing.
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
This project was the final project for the Marketing Management 2 course at McGill university. We represented team MAC, and "battled" against team Make Up Forever, a competing cosmetics brand. This project resulted in our team winning the battle, as well as top marks in the class.
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 ...
Social Media Success in 2014 is a huge resource for many social media platforms in today's marketing world.
There are many hotlinks inside to tools that will help you manage your social media presence doing more with less effort and time!
Aside from a few highly publicized success stories, brands are still figuring out how to maximize their recent investments in Social Media. Learn how merging your social campaigns with established best practice direct marketing strategies can create the winning formula.
Learn social media is dominating ecommerce including statistics, the 7 types of social media commerce, and details for the big 4: Facebook, Twitter, Pinterest, and reviews.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
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Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
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This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
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In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Grow Your Business Online: Introduction to Digital Marketing
Sephora
1. Sephora Audit
Sephora logo vector free download. (2015, October 21). Retrieved April 03, 2018,
from https://www.seeklogo.net/fashion-beauty-logos/sephora-15180.html
2. Discovering the Business Objectives of Sephora
Sephora is a chain of high-quality cosmetics stores, and a significant
digital presence allows this company to communicate a prestige image,
actively advertise new products, and quickly resolve customer complaints.
The cosmetics industry is all about appearance, and the purpose of
Sephora’s digital marketing presence is to build a brand reputation of
beauty, elegance, and self-expression.
Major competitors such as Shoppers Drug Mart and the Hudson’s Bay
Company also sell a wide-variety of beauty products, but Sephora aims to
differentiate itself in the digital realm through major celebrity
endorsements such as Rihanna, eye-catching posts, and trendier
products.
Sephora also carries a distinct focus on its cosmetics products across all
platforms, while competitors often lack a clear focus in this area.
Sephora’s digital presence allows the company to boost online sales, and
also advertise the brand’s image to promote future in-store visits.
Photo Source: Makeup. (n.d.). Retrieved April 03, 2018, from
https://www.sephora.com/shop/makeup-cosmetics
3. Target Market
3
Sephora’s Primary Target Market is:
- Women
- Under 34 years of age
- No kids
- More than high school education
- Income under $20,000 or over $125,000 (US Dollars)
- Interested in cosmetic products, use multiple daily à seek out
- Care about their appearance, follow trends
Sephora’s Secondary Target Market is:
- Men between 20 and 40 years of age
- Women between 35 and 50 years of age
- Income over $40,000 (US Dollars)
- Looking for quality and a variety of cosmetic products
- Interested in cosmetics, use on at least a weekly basis
Information from: Sephora Shopper Insights and Demographics. (n.d.).
Retrieved April 03, 2018, from https://infoscout.co/retailer/sephora
4. Target Market – Competition
4
Sephora’s Primary Competition is:
Sephora’s Secondary Target Market is:
Main Competitors: Hudson’s Bay, other ‘High-End’ Department Stores, Shoppers Drug Mart
- One stop shop for all high-end beauty needs (makeup, hair, perfume, skin)
- Attracts customers looking for quality/higher end products in one place
- These competitors all sell other products from clothes to groceries à are still the top of mind
location for high end beauty needs
- All offer online purchase options (although Shoppers Drug Mart has less online options), and
have social media accounts with beauty focused posts to show a variety of brands
- Attracts a more mature consumer, interested in a majority of products
Secondary Competitors: MAC Cosmetics, NYX, Independent Beauty Suppliers
- Destination for certain products (high-end), only sell makeup NOT skin or hair products
- Attracts a younger consumer, or consumers focused on the ‘art’ of makeup
- Offers products online through their website, and advertises through social media
accounts, focusing on the unique new products offered
5. An In-Depth Analysis of Sephora’s Website
Sephora’s website has a total engagement rate of
24.68 million, with a bounce rate of 33.31%.
Out of this total traffic 84.12% is organic traffic
whereas the remaining 15.88% is paid traffic.
In terms of page speed, Sephora.ca is ranked in the
fastest third of all pages, and typically outperforms
its competitors in both speed and optimization .
Mobile
Desktop
Sephora Hudson’s Bay Shoppers
Information received from ://www.similarweb.com/website/sephora.com#social, https://developers.google.com/speed/pagespeed/insights/
6. Analyzing traffic by countries, maximum traffic is
experienced in the United States (65.84%) followed by
Canada (14.27%).
Among traffic sources, traffic that is generated directly
to the website is highest (49.87%) followed by traffic
from search entries (33.30%). The other traffic sources
are referrals, social media, displays and mail in this
order.
While generating the majority of their website users
directly is a positive sign, Sephora may look to improve
its social traffic by creating even more interactive posts,
with calls to action to visit their site.
Where Are Sephora’s Website Users Located?
Information received from:https://www.similarweb.com/website/sephora.com#social 6
7. A Quick Analysis Of Sephora’s Checkout Process
Shopping is made easier on Sephora.ca with the help of
Sephora’s shopping basket.
The Checkout on Sephora.ca is a four step customer-
friendly process. Firstly the website will ask you to login to
your account after which you have to enter your delivery
details. Once this is done, you can confirm the items in
your shopping basket and choose your desired payment
method – credit/debit/PayPal.
This checkout feature does not appear to be a major
differentiator in this industry, but the speed and
optimization of Sephora’s website makes this process
convenient for customers.
Website users are able to sign in, register, track their
order, or find a store by clicking the top right portion of
the main landing page. In contrast, Shoppers “find a
store” feature is buried at the bottom of their site, making
it difficult for customers to find this information.
Photo Source: Makeup. (n.d.). Retrieved April 03, 2018, from
https://www.sephora.com/shop/makeup-cosmetics
7
8. Sephora’s Social Media - Twitter
2,395,412 FOLLOWERS 101,215 TWEETS Sephora posts an average of 52 tweets
per day.
In the last 30 days, Sephora has tweeted
1,833 times.
The most engaging hashtags used by
Sephora in the last 30 days are
#SephoraSkincare & #Dior.
Sephora’s followers on Twitter are
following an upward trend resulting in
almost about 2.4 million total followers.
Sephora is quick with their responses whenever
mentioned, showing a higher B2C engagement,
almost every tweet includes a link and a
supporting visual.
Shoppers Drug Mart has 75,434 followers, Hudson
Bay has 157,034 followers and Mac Cosmetics has
1.50 million followers.
Information received from: https://twitter.com/Sephora,
https://tweetreach.com/reports/20932159,
https://twittercounter.com/Sephora#public-profile-tweets
8
9. Sephora’s Social Media - Instagram
9
Sephora’s Instagram page has a variety of bright pictures and videos:
On pictures there are shoppable links to products featured in the post
Over 14 million followers on main verified account – also accounts by country
• Typically reach over 40k likes per post, 4-6 posts per day
• Informal captions, lots of hashtags, emojis and tagging @Sephora or where the post was
regrammed from
Most photo’s are reposts by social influencers, or specific product brands
High interaction with comments and responses
Photo source: Sephora Instagram Account: @Sephora
10. Competitor’s Social Media - Instagram
10
Photo source: Hudson Bay Instagram Account: @hudsonbay
Shopper’s Drugmart Instagram Account: @shoppersdrugmartofficial
MAC Cosmetics Instagram Account: @maccosmetics
Primary Competitions Instagram page has a dimmer appearance, with mainly pictures
but some videos, more formal captions:
• Hudson’s Bay: Mix of products in posts (beauty, clothes, Bay collection, etc)
• Only shoppable links on clothing posts
• One account with 150K+ followers, typically over 400 likes per post, mainly
original content generated by Hudson’s Bay, 1 post a day
• Shoppers: Mainly beauty products featured in posts
• On some pictures there are shoppable link’s to products featured in the post
• One account with 95K+ followers, typically over 400 likes per post, mainly
original content generated by Shopper’s, 1 post a day
Secondary Competition
Mac Cosmetics has bright
colourful posts:
• Informal captions, use
hash tags, tag, regram
posts
• 17 + M followers, 35K
plus likes per post, 3-6
posts per day
11. 17.4 million likes and followers
Accessible direct link to Sephora
website
Contact information is visible and
the customer support service is fast
and responsive
1 post in 1-2 days
All post have visuals (images or
videos)
Sephora’s Social Media - Facebook
The primary goal of Facebook for
Sephora is to offer a forum for
discussions of beauty — it's a
place to discover products, find
inspiration and discover beauty
tips.
Photo source: Sephora Official Facebook Page
12. Competitors' Social Media - Facebook
Clear leader by likes, followers and engagements - Large
number of “beauty junkies” prefer Sephora over its main
competitors Shoppers and Hudson Bay
Higher Engagement– number of shares and comments, still
relatively low
Sephora Canada’s Twitter Account does not have great stats in
comparison to their main account especially in comparision
with the competition
#1 #2
#3
Information from http://keyhole.co/account-tracking/preview Information from https://suite.socialbakers.com/
12
13. Social Media - YouTube
YouTube is a strong platform for Sephora due to the younger target market they reach (mainly
under 25), Sephora has over 970,000 subscribers, post a video every other day on average
Sephora’s YouTube channel has many “How To” videos, from how to use different products,
how to choose products, how to prep your skins or do your hair and so on
Competition such as Shoppers Drug Mart only has 7,000 subscribers, post once a month and
Hudson’s Bay has under 2,000 with some beauty “How To” videos, no recent posts
Information from https://suite.socialbakers.com/
Share of Subscribers Share of Interactions
13
14. Sephora’s Paid Digital Advertising
SVP of Marketing at Sephora, said that “generally their digital
catalog reaches people 20 times better than the print
version” (“Sephora Mastered In-Store Sales By Investing in
Data and Cutting-Edge Technology”, Johnson 2017)
Sephora uses paid advertising for Google ads, Facebook and Instagram sponsored ads
84% of all traffic reaching Sephora’s website is through organic searches the other 16% reaches
their website through clicking on paid advertisements
Photo source: Sephora Official Facebook Page
Information from: https://www.similarweb.com/website/sephora.com#social 14
15. Sephora’s Promoted Posts vs. Competitors Statistics
Instagram Last Month
Ratio of organic posts to
promoted is similar to the
competitors’
Promoted efficiency does not
stand out from the competition
– space to improve
Facebook Last Month
Less active page posting
relative to competitors
Heavier concentration on
promoted posts
Outstanding promoted
efficiency
Information from https://suite.socialbakers.com/
16. Discovering the Gap Analysis for Sephora
Sephora’s Current State
• Sephora’s utilizes Facebook and YouTube to its full
advantage, hosting live Q&As and providing calls to
action through a link to the company’s online stores.
• While their response rate is quick on both Instagram
and Twitter, these posts are simply not as engaging as
their interactive Facebook content.
• Sephora’s website makes ordering a product incredibly
easy, and a four-step customer friendly process
complements an incredibly fast website.
Sephora’s Desired State
• Sephora’s Facebook posts are leading-edge, and the
company would greatly benefit from holding their posts
on other platforms to the same standard.
• Regrams generate buzz on Instagram, but there are
significantly less tutorials, Q&As, and calls to action to
purchase the product.
• Twitter posts often mimic the company’s Instagram
posts, and providing more unique content to each
platform would allow the company to tailor its posts to
each audience.
16Photo Source: Official Twitter
Account
17. Strategic Recommendations for Sephora
information received from https://suite.socialbakers.com/
Photo Source: Makeup. (n.d.). Retrieved April 03, 2018, from
https://www.sephora.com/shop/makeup-cosmetics
Individual Strategy
• Optimization on the desktop site is currently low, and Sephora should look to create additional displays
to showcase popular products on the landing page.
• A larger focus towards Facebook would allow Sephora to attract a more mature audience with
significant disposable income.
• Twitter and Facebook will be important accounts to maintain as some of their target market customers
age and revert back to these accounts, do not want to lose these customers because you only target
younger customers when products can be used at any age.
• Sephora should look at better maintaining or getting rid of their country specific social media accounts
as they are not maintained as well as their primary account.
17