Sephora is a beauty store that encourages customer experimentation with makeup, perfumes, and other products. Employees offer makeup consultations and makeovers to help customers find what they like. The store organizes products by brand, type, and color to make browsing easy. While layouts vary, signage could help customers locate specific brands. Complimentary makeovers increase purchases, so Sephora should promote this service to reduce feelings of burden when customers request them.

1. SEPHORA
Observations, Insights, and Hidden Opportunities
By Terri K.

2. WELCOME

3. WHAT IS SEPHORA?
 Sephora is centered around the concept of experimentation, where
customers are encouraged to immerse themselves in the products – in
this case, makeup.
• Customers can experience with many different types and brands of
makeup, perfumes, nail polish, and other beauty-related products.
• Employees are available for beauty consultations as well as
makeovers.

4. MAKEUP DREAMS

5. WHAT I DISCOVERED
 Before, I didn’t realize the many different strategies in place in the
store that promoted experimentation:
• Open Door w/ Employee greeting > Welcomes all customers
• Makeup Stations (Mirror, Disposable Makeup Tools, Makeup
Remover) dispersed frequently throughout the store
• Bright lights mimicking makeup stations at customer homes
• Organized by brands and categories for easy browsing
• Customers usually shop in groups, which places Sephora as a social
store where friends can “hang out”

6. THE BIGGEST SURPRISES
 Every corner of the store is surrounded by beauty products – there is only
enough space for walking through or making a purchase.
 All makeup is arranged by first brand, then type
(blush, lipstick, eyeliner, etc.), then color (lights to darks, pinks to
reds, etc.), making it easy to find what the customer is looking for.
 The store has two distinct sections – the main area where the makeup is
has high ceilings; the back area where the hair and skincare products lie
(products that can’t be sampled) is dimly lit and has low ceilings.

7. HIDDEN OPPORTUNITIES
 While Sephora does a good job organizing their products for easy access, to
make their products more accessible, they could create signs that customers
could see while walking in the store that point to the brand they are searching
for. As Sephora has many stores that have different layouts – Ex: A certain
brand can be in one part of the store in one Sephora and in a completely
different part of the store in another Sephora – when a customer visits a
Sephora they aren’t familiar with, they may have trouble finding the brand they
want.

8. HIDDEN OPPORTUNITIES
 Sephora employees can offer customers makeup consultations and
makeovers; however, customers may feel guilty asking for these makeovers.
Interestingly though, the customers who receive makeovers are more inclined
to purchase at least one the products the makeup artist used on them. Sephora
should make it more known that their makeovers are complimentary and
welcomed by employees, so customers feel less burdened when asking for a
makeover.