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.