Ch. 16 - Advertising, Public Relations and Sales Promotion

In 1999 Sephora launched their first U.S. Ad. campaign. Costing them $25 million. The campaign's tag line was "Beauty is how you see it" The ads appeared in magazines, television, the internet and outdoors in NYC. 

Stating that Sephora is a retail store for many different beauty products, therefore carrying a huge range of name brands/products; The company is forced to practice both institutional and product advertising. This way it's able to advertise both the institution and the various products it contains.

Due to the fact that all of their merchandise is beauty related, identifying the product's benefits come quite easily. For example dark spot corrector creams and anti-wrinkle moisturizers: The ads and even the description when shopping online will most likely state the benefits of these products. Going as far as to predicting the time period as to when you'll start seeing results! Amazing, isn't it?

Also Sephora has adapted the source of vloging. They have their own channel on YouTube called "Sephora" where they have information as to new products that are now in stores and one of my favorites is their 'how to' videos where they have someone record themselves using Sephora products. They give you cool and easy to do steps from "Make-Up Tutorial for Mature Woman" to "V-Shape Manicure Tutorials" And my all time favorite,"Sephora Presents How to Use Violent Lips" where two young girls show you how to use these super glamorous and easy to create lipstick stickers. 

Ch. 14 - Marketing Channels and Retailing

Sephora’s website builds on it retail store strengths of self-service, freedom, and quality. Users are free to browse and learn about products through consumer reviews, videos (Sephora TV), and information (Beauty Talk expert advice) such as usage tips and recommendations. The videos are professionally produced and the reviews and expert advice provide relevant content to users in making decisions (Sephora USA Inc., 2011). Sephora.com also employs a variety of best practices in e-commerce websites such as “popular picks”, tiered navigation interface, suggestions, rich visual content, and explanations of products from the consumer’s perspective (i.e. how to use product, why use it). Having these features on the website provides value to consumers through access to information and aids in conversions.

The freedom a Sephora store provides allows customers to navigate the store as they please, try products on their own time using demos, and ask for service if needed. The nature of beauty products means women must try them to see their effects and compare. The freedom to try products without high pressure sales and sales associates recommending certain brands typical of service oriented department stores helps consumers take the time to enjoy the shopping experience and choose what fits them.

Ch. 6 - Consumer Decision Making

Sephora is known for their lifetime return policy. If you purchase a particular brand and if a certain location does not carry that brand, they will still accept the product (originally purchased at a different location) under their return policy.  This will help customers feel more secure during the Purchase Evaluation phase. Either they are happy with the product, or they have alternatives to fix the problem. 

Sephora recognizes the important role that culture plays in consumer buying decisions. For example, in China, Sephora opened 23 retail stores and SEPHORA CHINA'S online store. They offer customers free shipping when they purchase online and during Chinese holidays. In Chinese culture, weddings are always a very big celebration involving the whole extended family for which families are willing to buy, buy, buy.  Sephora popularizes their Wedding product line on the internet for both the bridegroom and bride. 

Ch. 5 - Developing a Global Vision

Sephora didn't just throw their product out there for the world to see and then hope something works.  They actually hired professionals to help them with their global vision.  Interested in the masterminds behind the Sephora international business strategy?

Sephora opened a huge store in Malaysia complete with a unique architectural design, and stunning visual product lay-out inside.  The soft opening for their first store was on May 7th, 2011. This represents only one small facet of Sephora's global presence.

Founded in 1969 in Limoges, France, in 1997 Sephora joined the world’s first Luxury Brand, Louis Vuitton (LVMH). At present, the Sephora brand name is featured  in 21 countries with more than 800 stores and boasts annual sales of more than 20 billion euros. Starting from April 2005, Sephora positioned themselves to enter the Chinese market.