Ch. 17 - Personal Selling and Sales Management

When purchasing products especially cosmetics, researching on product information, reviews and also ratings is significant prior to buying an item. This is precisely why it's so important for companies to have websites, social networks, magazines, and advertisements discussing all the valuable information about the products that customers should be aware of. Another option for consumers trying to find out more information is calling Sephora as well as contacting local stores. 

Ch. 7 - Business Marketing

Sephora logs on to the Internet
In the year 1997, the microcomputers were invented. The worlds first personal computer. With time then came the Internet -Today's most valuable and used invention of all time! Specially by Sephora. Oh yes! Sephora uses every single aspect of this invention to it's convenience and those of their customers. 
Their online store was launched to the US in 1999 and into Canada in 2003. Years later in the year of 2010, they launched their first iPhone app, which later was available for Androids as well. 

They did not stop here. When Apple introduced the iPad to it's customers, Sephora quickly came up with an App specifically for the iPad. Though very similar to the phone app, it had very special features that matched up with what the IPad had to offer. For example the Virtual Mirror. The Virtual Mirror split the screen of your iPad in half, one part was the make-up tutorial video and the other half was a "mirror". The mirror is actually the iPad's FaceTime camera allowing you to see yourself making it easier to follow the steps in the video as it goes along, rather than try to memorize what you see and try it later. In my opinion, a gift sent from above to obsessed make-up tutorial viewers as myself! 

Ch. 8 - Segmenting and Targeting Markets

Sephora's market segment is very clear. The main target group are women age of 20-50 years. The main segmentation bases to characterizes are women that like to pun on make up, taking care of their skin, put a nice perfume 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 perfume, after shaving creams, body wash and other skin care products.

Sephora's main target market is women of ages 18 to late 50's. I mean, a beauty related store you'd obviously already figured it to be so. But like I've mentioned before, Sephora is unlike any other beauty retailers in the market. And proving to be so, they have gone where most beauty stores wouldn't. To search for a new market segment - males of ages 20 to 30. Sounds risky? Why of course it is! What 'macho' male would tell his boys, "hey guys, let's stop at Sephora for a minute before we head to the bar!"? The answer is probably none. But keep calm, Sephora has already covered all these doubts.

Ch. 18 -Social Media and Marketing

Once upon a time, a picture was posted online. That little image helped explain a heap of words and tired eyes everywhere let out a sigh.
But the faux-fairy tale doesn’t end there – for pictures not only complement copy, but boost business as well. This magic visual effect is explained best by social media today: “Words tell, but images sell.”
As Internet – and particularly social media – trends continue to favor visual, brands are discovering the value of pictures. 44% of users are more likely to engage with brands if they post pictures on their social network pages. Images increase engagement, certainly, but also possess the power to influence sales.
Sephora has witnessed the moxie of images firsthand. Visual elements are a necessity for the beauty retailer, whose products include makeup, skincare and fragrances. For Sephora and many other brands, pictures capture consumer attention, increasing interest and credibility – and leading sales generation.

Ch. 11 - Developing and Managing Products

Sephora releases many new products every year. Their main category of new products however, is the addition to existing product lines. Stating that Sephora carries over 100 different name brands, it is safe to say, there's not much out there that they already don't have! But let's focus on their own label. One of my favorite new addition to this product line is their Outrages Volume Set. This set carries a volumising mascara with a very thick brush for longer lashes (this helps give your lashes that Va Va BOOM look!) This set also includes an eye make-up remover at only a $15.00 price!

The reason why we get to enjoy products like ,Sephora's new Outrageous set, is thanks to their Research and Development team. They are constantly looking for new glamorous and most importantly,safe ideas to bring to the table. Or in this case, face!

As an increasing number of consumer-facing brands begin to think about how all of their digital touch-points work together to provide a consistent experience, marketers are focusing on best practice examples. Some of those examples are stand-outs. American beauty brand Sephora is a great example of a cosmetics retailer that doesn’t use technology to overtly focus on the transaction, but to develop how customers interact with their brand. By using technology to focus on customer needs and making their lives easier, they have gained a powerful following that has resulted in sales, fierce loyalty and passionate advocates. - See more at: http://thesocialmediamonthly.com/sephoras-world-leading-digital-platform/#sthash.qQaQycNf.dpuf

As an increasing number of consumer-facing brands begin to think about how all of their digital touch-points work together to provide a consistent experience, marketers are focusing on best practice examples. Some of those examples are stand-outs. American beauty brand Sephora is a great example of a cosmetics retailer that doesn’t use technology to overtly focus on the transaction, but to develop how customers interact with their brand. By using technology to focus on customer needs and making their lives easier, they have gained a powerful following that has resulted in sales, fierce loyalty and passionate advocates. - See more at: http://thesocialmediamonthly.com/sephoras-world-leading-digital-platform/#sthash.qQaQycNf.dpuf

As an increasing number of consumer-facing brands begin to think about how all of their digital touch-points work together to provide a consistent experience, marketers are focusing on best practice examples. Some of those examples are stand-outs. American beauty brand Sephora is a great example of a cosmetics retailer that doesn’t use technology to overtly focus on the transaction, but to develop how customers interact with their brand. By using technology to focus on customer needs and making their lives easier, they have gained a powerful following that has resulted in sales, fierce loyalty and passionate advocates. - See more at: http://thesocialmediamonthly.com/sephoras-world-leading-digital-platform/#sthash.qQaQycNf.dpuf

As an increasing number of consumer-facing brands begin to think about how all of their digital touch-points work together to provide a consistent experience, marketers are focusing on best practice examples. Some of those examples are stand-outs. American beauty brand Sephora is a great example of a cosmetics retailer that doesn’t use technology to overtly focus on the transaction, but to develop how customers interact with their brand. By using technology to focus on customer needs and making their lives easier, they have gained a powerful following that has resulted in sales, fierce loyalty and passionate advocates. - See more at: http://thesocialmediamonthly.com/sephoras-world-leading-digital-platform/#sthash.qQaQycNf.dpuf

Sephora took a leadership position early on and quickly moved beyond the hype of social media. It is now a brand that uses insights gained from customer engagement to invest in intelligent personalised interactions. For example, Sephora uses Facebook primarily for customer service, and invests more in Pinterest as a marketing platform focused on inspiration and communication. In other words, they have a specific and clear strategy for each social media platform. - See more at: http://thesocialmediamonthly.com/sephoras-world-leading-digital-platform/#sthash.qQaQycNf.dpuf

Ch. 10 - Product Concepts

Though Sephora offers a broad range of products, I have come to the conclusion that they specialize in shopping products, specialty products and unsought products.

Shopping products are products that are usually more expensive than a convenience store's products and are more likely to be found in fewer stores. And so are the products in Sephora. Though still affordable to any middle class woman, Sephora is more expensive than the products sold at your usual Pharmacy or Beauty Supply store. Also some of the name brands in Sephora won't be easy to find in those type of stores.

Specialty products are specific products that customers look for extensively. Being very reluctant to accepting substitutes. Sephora has many of these products. Whether it is an anti-wrinkle cream or lip plumping lip gloss, Sephora has it. These products are very specific and only a certain group of people seek to buy them.

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.