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. 

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.