1.
ADV420 final presentation
Xuanqi Yu
Sephora—a beauty store

2.
Overview • Sephora is a Paris , France-based multinational chain of personal
care and beauty stores founded in Paris in 1970.
• Sephora is owned by luxury conglomerate LVMH as of 1997
• The Sephora logo is a white "S"-shaped flame against a black
background. The name comes from the Greek spelling of
Zipporah, wife of Moses
• Sephora currently operates over 2,300 stores in 33 countries
worldwide [21] generating over an estimated $4 billion in revenue
as of 2013.
• Main target audience: higher-income women. And Sephora tries to
appeal to women who value quality and are willing to pay for it.

3.
Social Media
• Facebook: 18,092,054 followers
• Instagram: more than 1.5 millions
followers
• YouTube: 111 millions subscribers
• Twitter: 249K followers
• Social media can become an invaluable
source of insights and feed back

4.
Web Design

5.
Sephora‘s head of
marketing
“We want to make sure that we are
catering to not just folks who are the
ultimate beauty junkies but also
people who are early in their beauty
journey and exploring beauty for the
first time.”
Deborah Yeh
Senior Vice President of Marketing and Brand at Sephora

6.
Integrate Retail and
Digital Marketing
• Use shopper data to integrate the retail and
mobile experience.
• Gather marketing data to emphasize
customer experience.
• Use data to build customer confidence to
influence sales

7.
Reward
Marketing
• Reward marketing is the practice of using a rewards
or loyalty program to entice both new and existing
customers.
• Sephora uses highly-sophisticated segmentation to
create customized newsletter content.
• VIB Rouge as a Status Symbol. VIB Rouge isn’t
just another rewards program.
• Going above and beyond with aspirational
marketing for reward tiers is how Sephora continues
to acquire and retain customers who are incredibly
eager to part with their money.

8.
Online
Advertising
• Display advertising is the oldest
form of online advertising ad is
similar in concept to print
advertising. Brands create image or
video based advertisements that are
displayed on a third party’s website.
• Search engines are a powerful
opportunity for brands, it’s been said
that 80% of all transactions begin
with an interesting search.

9.
E-Marketing and Budget
Budget Category Descriptions/programs 2011 Budget Allocation
Video Production Gain exposure , video must
“fit”brand
$350,000
Video/YouTube Advertising “How to Curl Your Lashes” and
“How to Get Perfect Brows.” Hit
sensation, “How to Get Smokey
Eyes” – attracted over 1 million
views
$Included
Facebook Development Become FB fan 10% off next
purchase
$200,000
Social Partners Beauty Talk, Twitter, Facebook $200,000
Mobile iOS, Android Applications $500,000
Store Kiosks 1000 Stores, 23 Countries $300,000

10.
Reference
• https://www.retaildive.com/news/30-
minutes-with-sephoras-head-of-
marketing/510300/
• https://hbr.org/2014/06/how-sephora-
reorganized-to-become-a-more-digital-
brand
• https://etailwest.wbresearch.com/how
-sephora-integrates-retail-online-
marketing
• https://www.sephora.com/
• https://contentwriters.com/blog/seph
ora-reward-marketing/