By: Karen Ascencio

Table of Contents
Brand Company.....4
Key Personnel.5
Financial Analysis.6
Brand Category and Competition..7
Major Competition..9
Legal Considerations10
Brand Products...11
Brand Analysis...13
Consumer Profile....14
Brand Advertising..........15
Brand Media....17
Brand Promotions...19
Brand Internet and New Media.....21
Other Information..22
Brand Value....23
Brand Exploratory..24
Research..24
Recommendations26
Sources..28

Brand Company
About Sephora
Sephora is a beauty-retail that
was founded by Dominque
Mandonnaud in 1970. It has
become the leading chain in
perfumes and cosmetics in
France. In 1997, Sephora was sold
and is now privately owned by
LVMH Mot Hennessy Louis
Vuitton. Sephora is known for
classic and emerging brands of
different product categories including; skincare, color, fragrance, body, smile
care, hair care, and its own line of cosmetics. Sephora is also recognized for
developing Science of Sephora. The program has highly trained employees
who are skilled to identify skin types, have knowledge of skin physiology and
makeup, cosmetic consultants for applying makeup, create fragrances, and have
excellent customer service. Sephoras broad range of prominence products,
consultant experts, and comforting environment has allowed Sephora to grow in
different regions around the world.

Key Personnel
Calvin McDonald, President & CEO
Mary Herald, Executive Vice
President of Human Resources and Education
Julie Bornstein, Executive Vice President and Chief Marketing and Digital Officer
Satish Malhotra, Executive Vice President, Latin America, Canada and Sephora
inside JCPenney
Alexis Rollier, Chief Financial Officer and Senior Vice President of Finance and
Operations
Christie Jack, Senior Vice President of Retail
Mary Beth Laughton, Senior Vice President of eCommerce
Philippe Pinatel, Senior Vice President and Country Manager Sephora Canada
Artemis Patrick, Senior Vice President of Merchandising
Savio Thattil, Chief Information Officer and Senior Vice President of Technology
Mike Racer, Senior Vice President of Supply Chain

Financial Analysis
Sephora has increasingly grown for LVMH, and their expectations are to
continue to progress. In 2008, LVMH calculated its revenue within the past 10
years with a 21% increase in revenue and 10% came from Sephora. With
Sephoras increasing revenue, it has been able to open 1900 beauty-retail stores
in 29 different countries. Sephora has an effective strategy for their developed
and emerging retail stores. Their unique retail concept has become highly
effective and made its way through a tough market. Sephora is expected to
continue representing LVMH for other companies seeking an opportunity of
investment.

Recent News
Sephora has recently launched a new way for their customers to enjoy the
Sephora experience that customers get from their beauty consultants right from
their homes. The Sephora Innovation Lab is a digital retailing experience
customers get right from their phones or
tablets. The app is designed to give
customers a virtual beauty makeover based
on what the customer is looking for. The new
app is expected to double Sephoras sales,
due to customers seeing the products used
on their virtual makeovers. The new project
will also bring a Lab Team, which will be located at Sephoras headquarters. It
will be developing and modifying new offerings and technology for their
customers. There will also be a Think Tank Program, which will meet monthly to
work on how their customers and prospective costumers will shop 5 years from
now. Lastly, the project will bring an Idea Central; it will gather ideas from all
employees at Sephora around the world to develop creativity and inspiration.
The concept of the Sephora Innovation Lab is to give customers a more efficient
and pleasing way to shop for cosmetics. Sephora wants customers to be able to
find what they are looking for, when it comes to cosmetics.

Brand Category and Major Competition

Category
Sephora falls under the category of
Beauty, Cosmetics, and Fragrance Stores
in the US. Due to the fact of being a retail
store that sells cosmetics, perfumes,
toiletries, and hair products. These products are sold to individual stores and
connecting chains in the United States. The Beauty industry has noticed that skin
care products are most of a companys revenue, which is a category Sephora is
recognized for. Sephora has managed to give their
customers a different experience when shopping
cosmetics, which has caused a great deal of customer
loyalty to Sephora. Soon, many businesses will be
facing challenges due to new products and stores
emerging in the future. Competition will be at its
highest, causing businesses to get consumers to notice them at extreme
measures. This will cause some businesses to lower prices and have exclusive
products. This will affect the revenue of many different businesses. The Beauty
industry is expected to continue growing in the future, with not only Sephora but
with other developed and emerging companies as well.

Major Competition
The Beauty Industry currently has 96,586 businesses and competition is high
and increasing. Sephora does face competition with other major beauty
companies. Sephoras main
competition is Ulta Salon,
Cosmetics and Fragrance Inc. Ulta
is also a beauty retail that consists
of selling prestige beauty products, but also focuses highly on salon products for
hair care. Ulta also consists of selling top brands and broad assortment of
products at affordable prices. Ulta is
only located in 45 states within the
United States. Ulta is hoping to
expand its store base and to expand
brand awareness in stores and
online. Sephora does face other competition than just Ulta such as L Brands Inc.,
Sally Beauty Holdings, and Perfumania Holdings Inc. Sephora also faces the
competition of drug store makeup prices. Drug store makeup has affordable
makeup prices for makeup that applies similar as higher priced brand makeup.
Sephoras revenue is expected to continue progressing in the future, even with
the major competition Sephora faces.

Legal Considerations
Sephora does have legal considerations to follow due to the products and
services it has to offer for their customers to use. Sephora needs to have:
- Copyright

- Third Party Content and Third

- Trademarks

Party Sites

- Product Information

- Mobile Services

- Color Information

- Modification of Content

- Responsibility of your content

- Reservation of Rights

- Your Use of Content on the

- Disclaimer

Sites and Limitation of Liability

- Indemnification

- Your Content Submissions

- Applicable Law

- Guidelines for Interactive

Services

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Brand Products
Sephora has over 17,000 listed products. Most of Sephoras revenue comes
from sales of beauty and cosmetic products of top brands, and combined with
their own line of cosmetics. Sephora also has their products online, where
customers can easily find and compare products with clear descriptions of each
product and use.

Eye Makeup
Sephoras category of eye makeup
consists of several different brands and
products. Eye makeup consists of eye
shadows, mascara, eyeliner, eyebrows,
eyelashes, and eye brushes. The eye
makeup category consists of top brands like Urban Decay, Anastasia Beverly
Hills, Make Up For Ever, etc.

Face Makeup
The category of face makeup is an area that Sephora
specializes with the Sephora Skin Care IQ with Pantone.
The Skin IQ test takes a look at the oils, colors, and
textures on the face and neck. The results will suggest and
help you choose the color tone of foundation, moisturizers, and any SPF, from

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the brands Sephora has to offer. There are also other products that are included
within the category of face makeup, for example, primer, powder, concealer,
highlighter, blush, contour, bronzer, sponges and brushes.

Lip Makeup
Another category for cosmetics is lip
makeup. Lip makeup has become a
prominent feature for women in todays
time. Lip makeup has several different
products that also contain top brands. These
products consist of lipsticks, lip-gloss, lip
plumber, lip stain, lip liner, lip balm and
treatments, and lip brushes.

Nails
Sephora has also added nail polish in their line of cosmetics. It includes a wide
variety of colors and nail polishes from other brands as well.

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Brand Analysis
Sephora, in the United States, has branched out their
beauty-retail stores in all 50 states. Sephora has
$1560 million in shares of customers buying
cosmetics in their stores. Sephora also makes $339.7
million in shares from online retailing. Sephora has top brands and products that
are in high demand for their customers, which are sold at a medium to high price
range from $9-$160. Sephora has their own line of cosmetics and has become
very prominent in their sales. Two of their own products are the most sold units
in their store. Sephoras Colorful Eye shadow Portfolio comes in a pack size of
80 units. Also Sephoras Favorites LashStash Mascara Deluxe Sampler comes
in a pack size of 11 units. Another brand that is also in high demand is Too Faced
Cosmetics. The item Too Faced Naked Eye Soft & Sexy Eye Shadow Collection
from Too Faced comes in a pack size of 9 units. Sephora does sell many other
prestige brands and products that are successful as well. Sephoras business
does suffer when the economy is in a recession, because consumers arent as
willing to spend as much money on cosmetics. Sephora continue to grow and
maintain itself as a beauty-retail store. Sephora also has regional factors due to
being located in different regions all over the world. Some products do sell better
in different regions due to demographics and the weather in a location.

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Consumer Profile
Every business has their target market, and Sephoras target market are women
from the ages of 20-50+ years. Sephora has also started targeting men due to an
increase of men purchasing hair products, skin products, etc. Sephoras target
market includes all different cultures
and races that have the same product
needs. Due to Sephoras geographic
market, each store location has a
product that is sold more prominent
than in other store locations. For
example, products with SPF will be sold
in greater demand in Texas than in
Seattle. Sephora does have a medium to high price range. Consumers who are
willing to spend their money on higher priced makeup are Sephoras consumers.
Sephora has managed to keep customer loyalty with many customers, which has
helped Sephoras bounce back after a recession in the economy. The
psychographic segmentation for Sephora is young women who enjoy expressing
themselves not only in their makeup but also in their style. Since Sephora also
sells skin care products, most customers who come in are those who have a
need or want for taking care of themselves and their skin.

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Brand Advertising
Sephoras success has come from making their customers feel free and
extraordinary with their products, especially with the advice given by their
consultants. Sephora has also found an extraordinary way to show these
emotions through their advertising campaigns. Sephora advertisements focus on
what women want to see in their makeup. In order to stand out from their
competition, Sephoras ad campaign features models and artist using their
products. In 2011, Sephora decided to take a bold
approach and have the worlds first untouched
makeup advertising campaign on the product HD
Invisible Cover Foundation by Make Up For Ever.
In the photo ad, a model is using the product and is
taking a picture of herself. Sephoras purpose with
the advertisement was to reach out to those who
didnt know about the product and prove that it is a flawless product and didnt
need retouching. This did help draw a great deal of attention to Sephoras beauty
retail store. Sephora is now taking on a different approach in their advertisement
campaigns. Sephora is now capturing a playful application of makeup. The
models and artist have a bold makeup look with bright colors and different styles
on their faces. The new approach Sephora is taking is to show Sephoras

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philosophy of freedom, exploration, and discovery.

Sephora wants people to come to their stores to
experiment and play with their products. Sephora wants
their customers to feel free to express themselves and
not focused on a particular look or style.

Competition Advertising
Sephora is playing more with the emotions and attitudes of their customers.
Sephoras competition, Ulta, is taking a different approach to their campaigns.
Ulta is showing their advertisements with before and after photos of the model
or artist using their products. The focus of the campaign is to have their
customers ask for tutorials or makeovers
and to go to their website for how-to
videos. The videos show simple step-bystep tutorials that their viewers can
follow and achieve the look. Ulta wants to
educate women on simple, fresh, and new looks for themselves. Sephora and
Ulta have a different segmentations and campaign approaches. Sephora takes
on a bold and high fashion style, and Ulta takes on a fresh and simple style. The
different approaches taken on from Sephora and Ulta show their different target
markets, but still offering the same goods and services.

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Brand Media
Sephora has been known for changing the
beauty industry more into a laboratory. With
a market share of 14.6%, Sephora has found
a way of giving consumers a beauty
experience in stores and at home. Sephora
spends about 20% of profit on their Beauty
Insider program and 45% on their retail stores. Sephora also spends about 35%
of profit on media online, to give their customers YouTube tutorial videos, social
media, Sephora on the Go app, and their website. Customers are able to take the
Sephora experience everywhere they go with the Sephora On the Go app. The
app has different features their customers
can enjoy and explore. The Beacon feature
delivers promotions and coupons to users, for
their birthdays and the loyalty program. The
feature also notifies users on new products
coming and events happening in store.
Another feature Sephora has is the Pocket Contour that is installed with a Map
my Beauty that gives you a virtual makeover and a tutorial on your virtual
makeover. The feature identifies your face shape and tells you how to

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professionally apply your contour,

highlighter, bronzer, and blush.
Lastly, the app has a feature called
Augmented Reality. The feature
interacts with users, by having
them scan the content, which will
bring interviews, videos, YouTube Playlists, and product pages. All of Sephoras
features have helped Sephoras revenue tremendously. All of the media used has
helped almost double Sephoras revenue. Sephora continues to add benefits and
features to their app, while Ultas mobile app only has benefits for customers,
where they can access their Ulta rewards account and tutorials. Even with Ultas
small amount of media attention, Ultas stock has gone up to 39%. Ulta has
found different forms of media to compete with Sephora by adding more online
tutorials on their products and by adding more promotions on their products.
Sephoras different features have helped Sephora stand out and stay ahead in
the market. Even with the accomplishment that the Sephora On the Go app has
achieved, Sephora continues to research and develop new and different ways to
satisfy their customers.

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Brand Promotions
Sephora has been recognized for having one for best customer rewards program.
Sephora has two forms of promotions for their customers. One is the Sephora
Flash, which comes with the Sephora On the Go app. This feature offers free 2
day shipping for Rouge Beauty Insider members and $10 a year for nonmembers. The other form of promotion Sephora has is their Beauty Insider
Rewards Program. Sephora spends about 20% of
their profits on The Beauty Insider Rewards
Program. The Rewards Program has brought much
success to Sephora and has been named one of the
Top 5 Best Beauty Rewards Program in cosmetics.
Everyone who is a regular customer is encouraged to join the rewards program.
The program works where customers sign up, and for every dollar they spent a
point is added to their Beauty Bank. Customers, depending on the amount of
points they have, they can claim their points with rewards, birthday gifts,
makeovers, samples, and deluxe sets. The reward program has three different
levels. The first level is whenever a customer signs up and is called Beauty
Insider. This level allows you to store your points and redeem, deluxe samples,
beauty classes, and a free birthday gift every year. After a customer has spent
$350 in a calendar year, the user will then be moved up to the next level, which

19

is called VIB. The second level brings different benefits for users such as access
to in-store events, beauty makeover services, and first in line to new products
coming out. Sephora has also added a third level to the rewards program for
customers who spend $1000 in a calendar year. The VIB Rouge level is an
exclusive level and brings access to private events with brand founders and
celebrities, free 3 day shipping on all orders,
special gifts all year around, and unlimited
beauty makeovers. The Beauty Insider Rewards
Program has brought more revenue and
increased customer loyalty for Sephora. Ulta has also come out with a Rewards
Program that has also been named in the Top 5 Best Beauty Rewards Program.
The Ulta rewards card lets you gather points with every dollar spent and allows
you to use them for discounts on purchases. You will also receive a free birthday
gift every year. The Ulta rewards card also brings a second level called
ULTAmate Rewards Platinum. This level is achieved when customers spend
$400 in a calendar year and lets customers receive points 25% faster and brings
an additional birthday gift each year. Also, the points received never expire as
long as the customer holds on to the Platinum title. Ultas Reward Program is
doing better in revenue than Sephoras Beauty Insider, but Sephora has managed
to keep surprising their customers with their achievements and benefits.

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Brand Internet and New Media

Sephora has managed to change the beauty
industry, not only in stores but online as well.
Sephoras website has been name the bestorganized search for cosmetics and fragrance.
All of Sephoras products contain 25 tags, which made it easier for users to
search for products. Sephoras website is made to for users to be able to search
products, get more information on their products, and easy to order. Sephora
has also managed to take over
social media with Facebook,
Twitter, Google+, Instagram,
Tumblr, Wanelo, Pinterest, and
YouTube. Sephora has used their social media sites to communicate with their
customers, promote new products and specials, blog on certain products, and
publicize different people and looks who are using their products. Sephoras
social media attention has helped raise brand awareness for their products.
Sephoras top three social media
pages are Pinterest, Twitter, and
Instagram.
(Photos were taken on April 13, 2015)

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Other Information
Coachella is a Music and Arts Festival located in Empire Polo Club in Indio,
California. Over half a million people come to listen to music, explore the
different stations, and observe art. While at Coachella, fans do see many
celebrities at the festival. Sephora has been able to be the
beauty sponsor at the Coachella Festival for the second
year in a row. At the Sephora station, visitors can learn
beauty tips, share makeup secrets, relax with facial mask,
touchup their makeup, and do a mini photo-shoot with a LA photographer.
Visitors also get a chance to win beauty products when they post pictures on
Instagram or Twitter. Sephora has found new and exciting strategies to stay
interactive with their customers and their products. Even with Sephoras
competition climbing its way to the top,
Sephora doesnt fail to show their
expertise in beauty cosmetics and
customer service. Sephora has managed
to stay at the top for many years, and
doesnt plan on coming down. Sephoras achievements have helped the beauty
industry expand into something bigger than just cosmetics. Sephora has turned
beauty into a laboratory where they find the makeup thats right for you.

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Brand Value
Sephoras brand value has increased but not as much as
expected. Sephoras revenue was $900 million, which
was very well for their market. But Sephora does face
major competition that is catching up in the market.
Ultas revenue was $1776 million and its market shares
went up 53%. Sephora has increased their Digital Media features, which has
helped almost double their revenue. Sephora has also increased their benefits on
their Beauty Insider Rewards Program. This has helped increase customer
loyalty and profit. Even though Sephora is a privately owned company, it still has
more recognition than Ulta for their approach to the beauty industry. Sephora
wants shopping for cosmetics to be the right fit and easier to shop for. Thats
why Sephoras beauty retail store has the
science of beauty. This has helped Sephora
stand out from their competition in the beauty
industry. Even though Sephoras revenue hasnt
increased as rapid as before, Sephora still manages to find a way to make a
statement and satisfy their customers. Sephora continues to find new strategies
to increase their market and are doing very well. Sephora is being acknowledged
for changing the beauty industry and giving customers a new digital experience.

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Brand Exploratory
Research
A survey was conducted on 26 male and female participants about their
cosmetic shopping. The questions were: Where do you shop for cosmetics?
Compared with other cosmetic stores, at Sephora do you find everything you
need? How often do you shop at Sephora? How do you like Sephoras customer
service? Do you enjoy going to Sephora? Do you shop other cosmetics stores
more than Sephora? After calculating the
results, a conclusion was drawn that
most cosmetic buyers shop at Drugstores
to buy their makeup; however enjoying
going into Sephora for the experience or for the different brands sold. Sephora
lets customers try on their makeup and receive free advice from the beauty
consultants. When going to Sephora, you will notice most customers will try on
several of the different brands and products of makeup sold and probably not
buy anything. When it comes to buying cosmetics, customers want to try the
products before buying it. Even though Sephora has everything a customer
needs, customers prefer to go to a Drugstore to buy inexpensive makeup. Most
participants said they shop at Sephora occasionally for certain brands, but prefer
to go to a Drugstore to buy their cosmetics.

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Another study was done on Sephoras brand recognition. After asking 9 random
male and female participants, Sephora is mostly known for their cosmetics and
its simple but elegant style. Only two participants, one male and one female, said
they didnt know what Sephora was. The female participant said she thought it
was like Mary Kay. Only one participant mentioned the perfumes and other
different products Sephora also
sells. The other participants
mentioned Sephoras quality, gift
sets, and excellence. The male
participants who knew about
Sephora knew what it was due to
their female friends going to the store to shop for cosmetics. The participants
also mention the style Sephora has, and mentioned how elegant and classic it
looked. Sephoras does have brand recognition on most cosmetic users. It is
additionally recognized mostly for its cosmetics and the quality sold in stores.
Customers know what to expect when walking through Sephoras doors, quality
and all the top brands it has to offer.

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Recommendations
Even though Sephora isnt expected to come down anytime soon, Sephora is in a
tough market category and should consider a few recommendations in order to
expand and promote its brand.
With Sephoras success in past events, I recommend Sephora to host more
events to where everyone can come and try the different products and brands
Sephora has to offer. Sephora does host events, but private events. Most events
are for members only or at private festivals or conventions. Adding public events
can lead prospective customers to join their Rewards Program and to have
recognition on what Sephora really is.
Sephora already has an amazing Rewards Program that has been recognized in
the Top 5 Best Rewards Program. But Sephora should start considering adding
more benefits and promotions to where their customers would want to use their
rewards card more. Even though Sephoras Beauty Insider Card is in the Top 5,
Ultas reward program is also in the Top 5 and is ahead of Sephoras reward
card.
Sephora is also known for their knowledge in skin physiology and specializing in
the Sephora Skin Care IQ with Pantone. But not many people or customers
recognize Sephora for their advancement in skincare. Sephora should emphasize
their advertisements on their achievements and technology, which will lead

26

customers to come in to receive advice and tips for skincare and try other
products in Sephora.
Sephoras major competition, Ulta, offers their customers many different
promotions and coupons to save on cosmetics. Sephora is a privately owned
company and sells other brands than Sephora. I recommend Sephora to start
giving different promotions on their products. For example, Sephora can give
promotions on their brushes, facials, or cosmetics. The savings done on smaller
and Sephora products could lead customers to spend more on other products
and brands.
Lastly, I recommend Sephora to emphasize their contributions to non-profit
organizations. The last project Sephora did was in 2013, where each Sephora
store got to choose which local non-profit to donate their contributions to. Their
wasnt much information on it because the website page was never completed.
People like knowing that there doing their part and helping others. If Sephora
choose a month where a small percentage of their profits went to a local nonprofit, customers would be willing to spend a little more knowing their money is
going towards helping local charities.

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