Sephora

Sephora!
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Sephora is a French brand and
chain of cosmetics stores founded in
Paris in 1970. The Sephora logo is a
Logo of Sephora
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white "S" shaped flame against a
black background.!
Sephora opened its first United States store in New York City in 1998. Its North
American headquarters is located in San Francisco, with corporate offices in New York
City and Montréal. Featuring more than 100 brands, along with its own private label,
Sephora offers beauty products including makeup, skincare, body, fragrance, color, and
haircare. Today, Sephora is one of the leading perfume and cosmetics stores in France
and holds a long-standing presence in the beauty industry around the world. Sephora is
owned by Louis Vuitton and Moet Hennessy LVMH as of 1997.!
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Sephora currently operates over 1,700 stores in 30 countries worldwide generating over
$4 billion in revenue as of 2013 (according to Forbes). As of September of 2013, the
Sephora at Champs Élysées in Paris, France, attracts over six million people a year. In
2000, Sephora.com purchased the assets of Eve.com for "high six-figures”. In 2011,
Women's Wear Daily named Sephora the specialty retailer of the year. As of October
2013, Calvin McDonald is scheduled to replace David Suliteanu as president and chief
executive officer of Sephora Americas.!
Store of Sephora
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Ads of Sephora
Online store of Sephora
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•Why I pick Sephora:!
When a woman want to try some beauty
products, the first store she may think about is
Sephora. The target audience of Sephora are the
women who want to be beautiful and health from
teens to their fifties. Different with other brands
separated in the mall, Sephora combines many
different brands together.!
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•The reason that Sephora became successful
and attract their target audience:!
1. Brand diversity!
Sephora's unique, open-sell environment features
an ever-increasing amount of classic and
emerging brands across a broad range of product
categories including skincare, color, fragrance,
body, smilecare, and haircare, in addition to
Sephora's own private label. For different
countries and regions, Sephora provides different
List of Brands
products to satisfied customers requirements. !
2. Brand influence!
The brands and products that Sephora chosen all have their unique features. Most of
these brands are not very cheap, but have a good quality and effect, such as Dior,
Lancome, Estee Lauder. Except the very famous beauty brands, Sephora also has
some organic brands, like Origin, Fresh and Beauty Bite. Because the organic nature
beauty products are the new trends. !
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3. New technology!
To build the most knowledgeable and professional team of product consultants in the
beauty industry, Sephora developed "Science of Sephora." This program ensures that
our team is skilled to identify skin types, have knowledge of skin physiology, the history
of makeup, application techniques, the science of creating fragrances, and most
importantly, how to interact with Sephora's diverse clientele. !
Pantone, the global color authority, creates a colorful line of cosmetics and accessories
with Sephora. They developed a machine that can test people’s skin color and find the
most matching color and brand of foundation.!
COLOR IQ: Sephora + Pantone
Sephora VIB cards
4. High level of experience!
Once you enter a Sephora store, you can try the products from your hair to feet, you
can try the same product from different brands and compare them. During this process,
you would not feel any stress ( you don’t have to buy them). Certainly, if you need help,
you could ask the assistant, they would give you some suggestion and even do a
makeup for you. !
In 2007, Sephora launched a client loyalty program as a way of thanking clients with
special products, exclusive information, and an all-access pass to personalized beauty.
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], a
premium level for Beauty Insiders giving clients access to exclusive gifts, event
invitations, and early access to select products. If you want to stay in the VIB statue,
you need to spend $300 per year. But you also can get more perfect service and
experience.!
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5. Discount and coupon!
Each year, Sephora has 20% off twice. This is a
great deal to purchase the product you like. When
people see DISCOUNT, they may spend more
money to buy more products, even they don’t
really need. !
Sephora discount ad
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6. Worldwide !
Sephora is the World’s Largest Retailer of Fragrances &Beauty. It has over 1,700 stores
in 30 countries, and 500 stores across North America. People also can purchase online
or via mobile app.!
Not only focusing on global expansion，Sephora also started to develop secondary
stores. JCPenney began opening Sephora inside JCPenney stores in October 2006.
That original launch has turned into a phenomenon. Today, there are Sephora locations
in JCPenney stores nationwide. These stores are smaller than a normal store with
approximately 1,500 square
feet but they are located in the
center of the store and feature
the signature Sephora look and
beauty offering. !
All these mean most people
can find a Sephora store near
by them easily. Moreover, if
you know Sephora and trust it,
you would shop it in any city. !
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Countries of Sephora online stores
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Suggestions:!
1. Free samples!
When you purchased some products online, Sephora will give you some free samples.
However, most of the samples you don’t really want to use them. I think if the samples
can be targeted to different person, that will be more useful. For the old women, they
may want to reduce wrinkle and look young. However, the young girls probably want to
cure their acne or try a new makeup look! !
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2. Cultural engagement!
Even Sephora has over 200 brands, but it isn’t fit everyone. As a Chinese girl, I hope
there are more Asian products can be imported to Sephora store.!
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The competitors:!
1. Department Store: Macy’s, Bloomingdales, Saks Fifth Avenue, Nordstrom, Neiman
Marcus, ect.!
2. Drugstore: Walgreens, Target, ect.!
3. Online cosmetics store: beauty.com, ulta.com, ect. !
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