CH 7 Business Marketing

CH 7 Business Marketing

 Sephora created a personalized, targeted website and mobile site. Customers can get in-store experience visiting Sephora's website .This way company marketers created great e-commerce platform. How this platform become so successful? One of the main key to success was complete reconstructive of Sephora's web platform to allow customers to search for highly specific product criteria. And the main goal was to make every online customer to have at the same time the in-store and online shopping experiences. To make customers comfortable using website, Sephora created search across 25 different criteria including age group, SPF, skin type and more. 

Also in the new system, online customers will be saved into a customer's profile if he or she is one of the 18 million members of Sephora's loyalty program, Beauty Insider. Sephora recognizes that not all consumers want to be tracked so its up to customer if he/she wants to register. some of the Sephora stores have iPads on hand, from which store assistants will be able to pull customer data to help them with purchases.

The data collected through online searches and purchases will allow Sephora to target customers through email campaigns. “Some of the emails that we send could have up to 50 different versions and they are targeting your skin type or what you've bought recently,” she said. “We think it makes it more enjoyable to open your email when it's really relevant to you.”ll products have a “pin-it” button for easy use. Interest is now the second-highest social media driver to Sephora.com, Dolan said, after Facebook

The main goal for Sephora's managing/marketing team is to transcend shopping on the web and bring it to mobile so that customers can have exactly what they are looking for wherever they are at the moment. All products on the Sephora's website have "pin-it" button for customers to save it in their watch list and easy to find product so they will definitely find it if they decide to buy it. 

Sephora is company that steps alone with the latest trends and technology and it is very important that they keep developing their e-commerce platform. This way they can target very wide range of customers and convert them to loyal ones.

References:

http://www.dmnews.com/sephora-revamps-website-mobile-apps-to-integrate-in-store-and-online-experiences/article/235761/

CH11 Developing and managing products

CH11 Developing and managing products

Sephora is very sensetive to a modern world tendensies, fashion and customers wants/needs.
Sephora's mangement and development team uses tools like:

-New Product lines:

For example, 
Flash&Go Permanent Hair Removal Set

 What it is:
An FDA approved at-home treatment to obtain permanent, professional hair removal results.

What it does:
Designed for men and women, the easy-to-use Flash&Go™ is an FDA-cleared home-use device for obtaining permanent hair removal results. It uses highly sophisticated Home Pulsed Light™ (HPL) technology to safely and effectively provide you with proven long-term hair removal. Top dermatologists and plastic surgeons who tested Flash&Go concluded it could be used safely, easily, and effectively in a typical home environment. A unique skin color sensor is built into the device to measure the treated skin complexion at the beginning of each session and occasionally during the session. It ensures that pulses will only be emitted on suitable skin tones (lighter skin tones and brown to black hair). As with professional laser treatments, a series of treatments are required to clear an area of unwanted hair.

- Additions to existing product lines 

 Damage Reverse™ Restorative Hair Treatment Plus
 What it is:
Ojon's cult-classic restorative treatment reformulated with a new lighter scent and fortified with Rouge Oleifera.

- Improvements or revisions of new products:

                                                      Bamboo Style™ Cleanse Extend Translucent Dry Shampoo
 What it is:
A virtually translucent dry shampoo that is designed to absorb oil, product build-up, and impurities to extend the life of your blowout without leaving any powdery residue.

What it does:
This dry shampoo combines strengthening pure organic bamboo extract, nourishing, naturally fixative blue yucca root, and Color Hold® technology for color retention. Even on dark hair, the formula is transparent and leaves strands feeling clean and full of body with an amazing scent. Use it to give volume to freshly washed or “second-day” hair.
 That is something totally advanced!!!
I've been using dry shampoos but they all leave like a white poweder look on top of the roots , this improvmemnt is great!

-Lower priced products:

Style & Finish Kit
The advanced ceramic heaters and contoured aluminum plates create the ultimate styling surface for smooth, static-free shine. This model also stays cooler to the touch longer and is lighter to handle. Finish off your look using the included natural bristle oval brush that can be stored in a satin pouch to protect it in style .

This product has a combined pack of few tools that helps in reaching perfect anti-freeze look  and together it is cheaper to buy then all the tools seperatly.

There are just a few examples that I put above, but all these tools to make new product strategy  sucsessful is used by Sephora.
I'm personally as a customer looking forward for their innovations all the time!

CH 8 Segmenting and Target Market

CH 8 Segmenting and Target Market.

Market Segment a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.
Sephora's market segment is very clear. The main target group are women age of 20-50 years. The main segmentation bases to charcuteries are women that like to pun on make up, taking care of their skin, put a nice parfume on. But it is not the only one target group there are also many men started to go to Sephora and find their products like parfume, after shaving creams, body wash and other skin care products.
Geographic segmentation for Sephora is very delicate question because Sephora has stores around the world. Depends up on the region demand changes.  And one product might be more popular at one store at Sephora then at the other. For example, Sephora store that is located in Miami will have greater demand on the sunscreen products then the store in New York (September though May). Also different geographic location, different nationalities, cultures. As I mentioned in the previous blog about Asian market, that Asian women like to buy more skin care product then cosmetics. That is why Sephora store in Honk Kong for instance will have more skin- care products then the store in Italy.
 Psychographic segmentation of the Sephora's customers is younger urban people, who is in to fashion, likes to take care themselves and to stand out.
Benefit segmentation is also exist at Sephora's, for example, skin-care product like anti-wrinkle lotion that helps women to keep their skin younger and better looking for longer time.
Sephora has a stable position, where customers trust the products and become loyal everyday more an more though out the whole globe.
  

CH 16 INtegrated Marketing . Communication

CH 16 Integrated Marketing . Communication

Today I will talk about blogs on blog.

Sephora has both corporative and noncorporative blogs.
Well me personally one of the examples of noncorporate blog. I talk about Sephora and in  a way promote this company I have about 700 viewers of my blog for 2.5 months.
Here is another example of noncorporate blogs :

http://www.insiderpages.com/b/3710955441/sephora-anaheim

This is couple of customers feedbacks:"If I had a million dollars, I would spend a large chunk of it here. I always ask for Sephora gift cards for my birthday, and keep them until I really need someting. They have a great selection of hair products, and carry my favorite hair bands, that cost a fortune, but don't snag your hair. I use Clinique cosmetics, and if i don't feel like walking all the way to Rob-May, or macy's, I can usually find just what I need there, and the staff is very helpful."
February 09, 2005
 "I love sephora and you can ask anyone. They have everything involving make up that you could imagine. A little pricey but totally worth every cent. Very helpful staff."
April 23, 2005  Corporate blogs. They are like outlets for company employees or spokespeople to share information with the public. Although blogs are used to further a company’s communication goals, they are very different than company Web sites. Blogs do provide much of the same information distributed in company press releases or on company Web sites, but the discerning factors are the tone in which the information is presented and the fact that blogs encourage two-way dialogue. Check out Sephora’s “Beauty and the Blog” to see all of this in action: Sephora’s blog. 
This company blog directed at “beauty junkies”-women who are constantly testing out the newest products and who are in touch with the variety of beauty products on the market today. 
The style and tone of the blog make it seem like a girl talking to her friend. The blog provides a lot of information on the products sold at Sephora. Some posts inform readers of new product launches and provide links to the official Sephora's Web site for purchase information. Other posts inform about various Sephora's products and writers detail their experiences with the products-pictures of staff wearing the items typically accompany. The blog is topped off by guest entries and accounts of staff meetings with makeup artists.
Although it looks interesting, corporate blogging has its negative sides. One problem is that people could be very aware that the blog is a tool used for public relations. Although blogs appear a little more real their main purpose is to promote. Going through Sephora’s blog is fun-I’m one of many who enjoy checking out the latest fashion and makeup trends. However, I realize that what I'm reading is focused on pursuing me to go and get their products.

CH 10 Product concepts

CH 10 Product Concepts.


Welcome to Sephora's products and branding. I would like to mansion that Sephora's stores caring about 250 brands most of those are global brands as well as manufacturer's brand, private brands, captive brands.
Global brand a brand that obtains at list a third of earnings from outside its own country, is recognizable outside its home base of customers, and has publicly available marketing and financial data.

 Sephora caries Dolce Gabbanna, Chanel, Dior, YSL, Este Lauder, Juicy Couture, Armani etc.

Manufacturer's brand the brand name of the manufactures
Sephora has its own brand

"COLLECTION is designed for you to experiment, express, and explore"

  by Sephora.

Sephora collection has 80 eye shadows, 90 lipsticks, 100 eyeliners, 75 make up brushes.
And its only a part of what they are manufacturing and bringing to live family branding.
Packaging. Sephora's marketers and designers developed an original black and white packaging the same is the store interia. Which is very simple but unique its very easy to recognize Sephora's packaging, which makes it promote itself. ( Persuasive labeling)

Captive brands a brand manufactured by a third party for an exclusive retailer,
without evidence of that retailers affiliation.
Like Sastuma body butter that manufactured in UK and exclusively intoduced by Sephora in the US.

CH 18 Sales Promotion and Personal Selling.

Sephora has created a huge variety of promotions and sales to get all type of buyers
- Loyal customers those type of people who buys Sephora's product most of all of the time
SEphora has a loyalry program cards VIB cards that collect the points that you can get every time you shop at the Sephora relative to amount you spent for purchase , after that Premium comes into play and you can get some cosmetics/ parfume as a gift, but it will cost such and such amount of points.
- Competitor's customers Sephora itself build-up as a competitive brand, because as soon as you walk in you can try any product that you want without asking anybody, which is unique in this business( no other cosmetic store allows you to test their products unless sales person will offer you t try and it will be selected items)
- Brand Switchers. For those who likes to try new things and experiment with cosmetic/parfumes from different brand and different cost Sephora got a huge selection of good brands. This way many curious customers can find something for them. Sephora's stores has variety of different sales promo, promo packagees, where you can get number of products of the same brand for less price; as well as packages that consist of the specific kind of product but different brands especially popular with parfumes.
-Price buyers can shop at Sephora during holidays or while they promote those special packages as I mensioned above. Although most of brands at Sephora's stores are not the cheapest ones, Sephora launched their own "Sephora" brand cosmetics that has ennormous variety and lower cost compering to the brands as Dior, Chanel, YSL etc.

 It seems like a pretty good marketing package that Sephora manage to obtain and does it sucsessfully.

CH17 Advertisement and Publications

Kate Moss one of the most high payed models in the world. She has been doing compaigns with the most famous Italian, French, British and American designers like Dolce& Gabbanna, Cucci, Chanel, Dior,etc.  Sephora choosing the best to attract future customers and convert recent one's to regular. Sephora developed national cause marketing campaign, that covers 39 states to benefit a children's medical charity. Strategy centered around new product development and launch of Sephora.com with 58 million media impressions generated within the first 10 months. Over the past 5 years, since the Operation Smile promotion began, over $1 million has been raised and the lives of over 4,000 children around the world have been changed. A charity operates on children's facial deformities. They link this to mission- the business of beauty. They created a "cause marketing" compaign where they launched a new product, a lip balm. And with every sale of that product , thousands of children get help around the world.

CH 15. Sephora women's beauty retailer

                                                                       Retailing CH 15


When it comes to making purchases people do it in two ways :
1)purchasing something urgent like: toilet paper, bread, salt, advil etc.
2)and doing shopping.

In the first case people will go to convenience store, drugstore, supermarket. And the most important for customer will be the easynest to find curtain product, decent price and quick purchase process. Presentation of the store , atmosphere, odors is moving on the second shelf of priorities in this case.
Although in the second case when people going shopping they already counted amount of time and money they willing to spend.So things like interesting presentation,friendly knowledgeable assistance,nice and neat merchandise,fresh odor, pleasant music all this counts.Because shopping became like a part of entertaining process.
Sephora is a chain store but combine both type of purchases in itself.
Customers do go to Sephora just because they run out of their favorite parfume. Also Sephora stores part of the shopping process.
The presentation of the store is quite noticeble and simple. The mix of white and black colors zebra looking defiantly catches an eye.
When you walking inside one of the assistants will great you in a very friendly manner offering you a purchase bag. Personally I like customer service at the Sephora. When you need assistance they will help you out, but they will not bother you every two min. That what I cannot stand some stores have very annoying sales representatives.
Because its is also a parfume store odor is always nice at Sephora.
Merchandise is located by the company name so it is easy to find what you are looking for. If some lady walking into the store and does not know what she would like to get Sephora's assistants will give her a free make yup session, shoeing what type of make up is better( also a promotion part).
Sephora does e-tailoring big time as well as mobile and IPad purchasing. As I mencioned in my previous blogs huge part of revenue comes from e-tailoring and mobile, IPad devices.

CH6 Consumer Decision Making


Sephora is a huge cosmetic retailer. How hard is it to make all those customers to come back and spend more and more money when there are so many competitors around? Seems like Sephora's marketing team is questioning  this on the regular basis. As soon as you walk in to the store you see tons of different cosmetics all kinds of brands, which is a huge chance for a potential customer to feel their need in some product ( Need Recognition).
 Before you realize that you are "on the hook". Next thing you know some pretty looking girl/guy with cool make up will greet you with a lovely smile and offer you a shopping bag. Even if you weren't sure you are going to buy something now your conscious  mind is getting the signal : Go feel this bag up! Now all excited and enthusiastic you are going to hunt.It is not hard to find what you need because every product line is named with pretty big letters and promotions. In case you cannot find the brand or particular product you are searching for be sure you going to have one of the Sephora's agents asking you if you need any help (Information Search). This agent will inform you about particular product or about some new promotions that is "Incredible & Limited". I really like this limited edition thing very easy and clever trick, it makes potential customer feel very special almost mystic like you know a secret, now you are the part of these secret society. I would say about myself, that caught me so many times. Then they tell you  the "secret" and in general it would be like " if you purchase X your lashes, lips, skin...etc will look 10 times more amazing, beautiful, healthy etc; it will last longer never disappointing etc; ingredients are amazing less "bad"  chemicals, more natural etc.. (Evaluation of Alternatives)

1. 

Now all happy and excited about your future transformation to a beautiful, amazing, charming, healthy looking creature you are moving toward the cashier thinking that you got everything you needed and more. But here while you waiting in line you notice these little things on promotion $5-20 only a bunch of little baskets filled with little color full tubes, nail polish, lip-sticks etc. So while you waiting for you turn you make yourself busy with looking what are those thing. Most likely you will find something you probably don't need and  will never use, but you would get it anyway.


After you complete your purchase the cashier will tell you how many points you have on your membership card and you will be eligible for some gift like little face lotion, lip-stick, etc. And everything will be packed in a black with white stripes bag  full of 'beautiful future"(Purchase)

 Sephora has been doing a great job among other cosmetic retailers and looks like the key to success. Sephora found  a good marketing strategy.

CH5 DEveloping A Global VIsion

Sephora is ahuge multinational company.As first Sephora was store was opened in Demagos, France in 1970, 30 years later Sephora chain has 1300 stores in 17 countries. The variation of brands is very significant as well around 250, along with their own brand. As  Sephora started their online business expending its  operations over 1,300 stores in 27 countries worldwide.

Sephora's first step in the way  to the international market, opening its first flagship store in New York City in 1998. The company then began to target expansion into the European market. Italy became one of the company's first targets, and it began buying up a number of smaller chains in that country. The company's acquisitions in Italy included Kharys in 1998, the 46-store Laguna chain in 1999, and Boidi, a chain of 19 perfume stores in 2000. By 2005, Sephora operated more than 100 stores in Italy, including its Milan flagship location, opened that year.

Sephora also renewed its international expansion drive. In 2004, the company boosted its presence in Eastern Europe, buying up the Empik perfume chain in Poland, then forming a partnership with leading Russian perfumery L'Etoile to bring the Sephora format to that market

Although Company had problems with launching their business in Japan. Management had a  number of mistakes that fallowed one by one like wrong customer targeting, wrong product targeting, misunderstanding of Japanese culture.

The result is company's losses in its final year operations were over $50 million (Weil and Hirano, 2001).Decision was made to withdraw from Japan as a move to be in conformance to its new strategy of 'achieving profitable growth' by venturing into new markets where it can eventually gain significant market share. The management  decided to focus on Europe and key region in the United States where it had major market positions.

Although Sephora failed in Japan, it is evident that the company has learnt from its past mistakes, for when it attempted a second entry into Asia through establishing itself in China the luxury retailer performed a series of market research activities structured around different aspects of the Chinese market. The company adapted its marketing mix to amalgamate more cohesively to the Chinese culture.

arch the company realized that the Chinese consumer, similar to the Japanese have a preference to body care over perfume. Further the company changed its target demographics to be 25-40 which they identified as the segment with an estimated highest growth rate in terms of purchasing power. The company has further identified the color association of red in Japanese people by changing packaging from their signature black and white to pink and violet during the Chinese New Year, signifying happiness and prosperity.

 The steady success of the line of Sephora branded products led the company to announce its plans to emphasize the future development of the brand.

Afuah, A. (2009), Strategic Innovation: New Game Strategies for Competitive Advantage, New York: Routledge.

Ahmadjian, C. L. and Robbins, G. E. (2005), "A Clash of Capitalisms: Foreign Shareholders and Corporate Restructuring in 1990s", American Sociological Review, Vol.70, pp.451-471.

Bucknall, K.B. (2006), Japan: Doing Business in a Unique Culture, Raleigh: Lightning Source Inc.

Business Week (January 25, 2006), "Sephora: Liberating Beauty Products", http://www.businessweek.com/innovate/content/jan2006/id20060125_183621.htm, accessed November 2009.

Camere, C. and Lovallo, D. (1999), "Overconfidence and Excess Entry: An Experimental Approach", The American Economic Review, Vol. 89, No. 1, pp. 306-318.

Dawson, J. A. (2007), "Scoping and Conceptualizing Retailer Internationalization", Journal of Economic Geography, Vol.7, pp. 373-397.

CH4 The marketing environment.

Sephora and recession.
In time when economy is in recession every business must think about ways of meeting their cliental needs/satisfactionand company revenues. Sephora is a premium cosmetic retail and in "hard" economic period is very difficult to keep customers. Alot of American people going trough rough times, where they have to cut down on their personal expenses. Thats why people tend to buy less brand goods,which is a lot cheaper. Thats why stores Like Walmart, JC Penny became more popular.    Sephora found their own way to manage this situation. For example,Sephora opened up their retail stores at JC Penny(one of them is in Manhattan Mall 33rd & Broadway). 

http://www.youtube.com/v/LWVZEl6Gv9Y&fs=1&source=uds&autoplay=1

 Technological/Competitive Factors.
To stay competitive and more attractive to customers Sephora staff demonstrates the use of specific products, but they go above and beyond this basic sales tactic.  For example, Sephora stores also offer free 10-minute Express Services – a makeup application and mini-lesson on how to achieve the season’s most coveted looks, such as a pouty lip or smoky eye – as well as 60-minute makeup sessions with a minimum purchase.  Larger stores regularly offer special events featuring consultations with visiting industry and brand experts



Sephora and Regulatory Agencies(FDA).
  Sephora had registrade many of their products with Food and Drug Administration (FDA).
  They have list of FDA approved products like skin care, tan lotions, lifting lotions, shampoos, etc.
Even face hair removal device that is FDA approved 
http://www.sephora.com/silk-n-sensepil-P241733

Specials are designed to both entice and inform.  They are typically presented as “$8 (a $30 value)” or as a gift with purchase, with product benefits and quality clearly prioritized over price.  All of these elements combine to reinforce Sephora’s image as a trusted advisor and provider of exclusive, top-tier products and the latest cosmetic innovations help them to make great revenue even at hard recession times.

CH3 Ethics and Social Responsibility

            CH 3 Ethics and Social Responsibility
       

 Sephora is a very social open company. The way they target their customers and the way they expand their company. It possible to find Sephora's stores almost all over the globe. Company's policy is to anti discrimanate in race,gender, religion,age, sexual orientation etc.It does not matter where you was born or what gender you are. You are welcome to Sephora as a customer or  employee. Even the way this company promotetheir product in magazines, billboards, facebook, twitter etc Sephora do not cater to one look.
  Visiting sephora's retail stores you can see employees there very divese, you can see male or female consultants very different ages ethnic backrounds and even hear different languages. No matter where those people came from , but all of them came for the same reason to provide good customer service and make Sephora better To make sure that work place at their best Sephora Company update ethics codes every
 few months.They try to do it to make sure that employees has clear understanding of how to make their customers happy and build long lasting relations with them- make them regular. Sephora started to make their poll services to make sure that they have a clear picture of customer needs and the best way to meet customers needs.Their strategy of providing ethic codes gave positive result : 
- new Sephora's stores keep open-up,
- more and more customers go to Sephora,
- more and more people get hired at sephora,
 

 Sephora does not discriminate no one and works with everyone.
  

CH2 Marketing Strategy vs Sephora

One of the key to be successful is to keep up with time, fashion,innovations. Sephora's marketing team familiar with this rule. They concentrate on mobile, and have targeted social media strategies for YouTube, Instagram, Twitter, and Facebook. This beauty retailer has social, mobile, and even digital programs in-store firing on all cylinders.

Sephora’s optimized social site is very dynamic. User can find reviews, how-to videos, inspirational beauty boards, and a forum dedicated to "BeautyTalk", etc. Another exciting tool to reach the socially-connected and digitally-sophisticated consumer is YouTube channel which has well-over 10 million views alone. Most recently, Sephora integrated “Pin It” buttons on all of their web and mobile product page to allow for quick and easy sharing on Pinterest to compliment the editorial-inspired content on their boards. It will be interesting to watch how this socially-driven site redesign will impact customer experience, loyalty, and conversion.

Here is three main keys of marketing success from Johnna Marcus, Director, Mobile and Digital Store Marketing at Sephora:  

Marry customer service and social media to find success.  

Sephora dedicates staff to answer questions and address customer’s concerns. Perhaps the key to such a complimentary yet differentiated social strategy across all of the key platforms is that their team has dedicated staff including marketing pros, beauty experts, and customer service staff on hand. On Instragram specifically, Sephora gives their customers and fans a glimpse "Inside Sephora". Behind the scenes snapshots, how-to’s, and authentic customer experiences are all captured as visual stories. It’s no wonder that there are more than 33,000 followers to date (and counting.)

Embrace mobile to bring the in-store experience right to your customers hands. Powerful numbers on the use of mobile devices and the engagement with their brand on those devices. About 50% of Sephora's clients open their emails on mobile devices; there have been millions of downloads of Sephora’s apps to date; and mobile sales had a 300% increase in 2011. To reach their mobile-savvy customer base, Sephora made stunning additions to their app and mobile website to include information of nearly two million product ratings and reviews, added a critical find in store button, and created wishlists for customers to mark things they want to see in-person at their stores. And their tips for making all of this possible? Design for mobile first and focus on utility and usability, and target your messaging for the optimal usage times on smartphone and tablets. When customers have apps as part of their shopping tools, retailers can begin to start fully owning the in-store experience with self-created content and enhanced customer service to foster even more loyalty.

Sephora’s site redesign, social strategies, and mobile programs didn’t come to life overnight. It took years of planning – and through their hard work Sephora’s team has brought a personalized, social shopping experience to customers in a way that has bridged the gap between all shopping channels. And while we have always known Sephora for giving us beautiful products and makeovers, we’re excited to showcase them as one of our leading examples of a retailer that has had their site (literally) undergo one of the most beautiful makeovers of all: The makeover of the future of shopping, as we know it.

CH1 Successful Beauty

                                                   

Chapter 1. Brief History about one 

of the most successful 

retail brand Sephora

   

   Sephora was founded in France in 1969 and acquired by Paris-based conglomerate LVMH in 1997. The Sephora is a chain of cosmetic stores includes more than 750 stores in 21 countries. It carries over 250 brands of items that include makeup, skin care, fragrance, bath, hair products, hair tools, and beauty accessories, including Sephora’s own private label
     

Dominique Mandonnaud opened the first Sephora store in Limoges in 1979. Her new conception of the store, that was based on the possibility of looking,  touching and discovering for the client, customers are allowed to compare different products to feel the different sensations they arouse. The new concept of store is really seducing and in 1979 Mandonnaud opened 10 new selling stores with “Shop8″ sign.

 In 1988 one store was opened in Paris. In 1993 the 11 perfumeries “Shop8″, already present in the country, added to the 38 Sephora stores, managed by the british society “Boots” opened in France by that moment. To open the dream’s and the luxury’s doors to everyone; a dream called “Mille et un Perfume” located in Bellè-Epin, a luxurious, chic and sober dream. Sephora brand imposed successful in 1994. 

The first Sephora store was opened in the year 1997 at New York. Marketing branches of this store were situated in New York City. San Francisco was the North American headquarters of this brand.

Sephora was highly appreciated by its buyers due to its policy of life-time return of products in case of customer dissatisfaction. In addition, the sampling program offered by the store for the customer to try out a variety of new cosmetic products became quite popular.

Some strategies of the successful beauty supplier 

Symbol of cheerfulness, freedom and elegance, Sephora is also the name of Moses’s second wife in the biblical tradition: a young and beautiful woman, who was clever, brave, generous and free as well. These attributes were highly aligned to the values of freedom, creativity and modernity spread by all Sephora stores.

Sephora has given itself a make-over. One of them a social and the other one is a mobile makeover. Sephora’s website now features an entirely new personalized online experience, mobile website, iPhone app and iOS devices in more than 100 stores. Sephora is also one of the first retail brands to fully integrate with Pinterest, adding “Pin It” buttons to every product and brand page.