Sephora is a global beauty retailer started in 1969 in France that was later purchased by LVMH in 1997. It operates over 2,000 stores globally including 280 in the US and Canada. Sephora pioneered the open-sell retail model and carries over 13,000 products from 250 brands. The company innovates through technology, social media, and services like beauty classes and apps.

1. S EP HORA
A Brand Case Study
Nikki Kerber
PBDS 705
November 21

3. History
• Started in 1969-70 as Shop 8 by Dominique
Mondonnaud in France as a speciality
perfumery store
• Retired at age 50 in 1993 and rebranded as
Sephora by a group who had bought the
company
• Purchased by Louis Vuitton Moet Hennessy
(LVMH) in 1997

4. Current Statistics
• Operates in 24 European countries
• 60 stores in China
• 280 stores in the U.S and Canada
• Mini-stores in 270 JcPenny department stores
• Carries over 13,000 products and 250 brands
• LVHM had an increase of profit of 14% in 2010

5. Terms
• Logo - Sephora
• Symbol - Flame
• Tag-line - The Beauty Authority

6. Brand Marks
Meaning of the sephora
flame
color scheme used: black,
white (and red) in stores

7. Brand Meaning
• Modern and innovative way to purchase
cosmetics, skin and hair care products, and
other accessories.
• Fun way to sample and experiment with
new products.
• Knowledgeable and professional sales
associates and make-up artists to answer
questions.
• Friendly shopping atmosphere.

8. Differentiate
• Open-sell, self-service retail model
• Offers over 250 brands including niche
brands Stila, NARS, and Hello Kitty
• 3 free samples with online purchase
• In-store beauty services
• No cash wrap store model in NYC
• Strong online and offline presence

9. Collaborate
• JcPenny, October 2006
• XpressSpa, October 2010
• OPI, 2008
• QVC, 2011

10. Innovate
• 1st to utilize self-service retail model
• Sephora private label products
• iPhone & iPad app
• 1st to create mobile website for ratings &
reviews
• 1st to create store without cash registers
• Brings trends to customers all over the
world

11. Marketing Efforts
• 2009
• VIB membership
• 2010
• Sephora-to-Go mobile website and iPhone app
• Beauty Talk
• 2011
• Summer: NYC same-day delivery service
• July: Interactive iPad application; Nail Bar service in 7 stores
• Sept: Debuted first 100% no cash wrap store in NY
• Oct: Fan Fridays on Facebook
• Nov: Sephora TV

12. Social Media

13. Social Media

14. Social Media
2 Million + Fans

15. Social Media

16. Social Media

17. Social Media

18. Social Media
241,590 followers

19. Social Media

20. Social Media

21. Social Media

22. Social Media
40,399 subscribers

23. Social Media

24. Social Media

25. Social Media

26. Design
• Layout of store
• Email
• Website
• iPad

27. Design: Store Layout
• Self-service retail model
• Organized by product type and brand and
color
• Wall of fragrances for men and women
• No cash wrap

28. Design: Website
• Interactive
• Pages for each brand
• Fresh and updated content including
videos, articles, reviews, comments, sales
promos
• Section for gifts

29. Design: Website
• Interactive
• Pages for each brand
• Fresh and updated content including
videos, articles, reviews, comments, sales
promos
• Section for gifts

30. Design: Email
• Dynamic graphic & HTML coded e-mails
• Targeted messages based on customers
past purchases and age, skin type, etc.
• In-stock notifications

31. Design: Email
• Dynamic graphic & HTML coded e-mails
• Targeted messages based on customers
past purchases and age, skin type, etc.
• In-stock notifications

32. Design: Email
• Dynamic graphic & HTML coded e-mails
• Targeted messages based on customers
past purchases and age, skin type, etc.
• In-stock notifications

33. Design: iPad
• Magazine-like layout
• New content appears when refreshed
• Integrates social media accounts
• Personalize app

34. Design: iPad
• Magazine-like layout
• New content appears when refreshed
• Integrates social media accounts
• Personalize app