Founded in France in 1970, Sephora is the leading beauty-retailer in its home country and one of the largest beauty retailers around the world, with approximately 1,900 stores in 29 countries. In the U.S., Sephora operates almost 400 stores, featuring a variety of products ranging from emerging to classic brands, including makeup, fragrance, skincare, haircare and the company’s own private label. The stores have an inviting open-sell environment, where customers can browse for products and try them in addition to being helped by a team of product consultants. The brand also has a strong presence online, where shoppers can find exclusive products and a larger selection of brands.
Technology has enabled plenty of opportunities in the beauty industry. …show more content…
Back then, posts were limited to characters and, sometimes, links.
Nowadays, the brand is present strategically on all major platforms including Facebook, Youtube, Instagram, Twitter and Pinterest with a clear vision for each of them. The company is recognized as one of the leading brands in leveraging social media for its marketing strategies. At Sephora, the social media efforts are led by the Marketing team, which encompasses all digital marketing efforts. Even though the ultimate objective with using all tools is to monetize and raise awareness for the products, there are differences in how this is accomplished in each of them.
Facebook
Sephora takes advantage of this platform in a variety of ways by posting new content and updates everyday, which has generated more than 6 million likes. The idea behind its Facebook page is to create buzz about new products and spur the interaction between …show more content…
Twitter is used very effectively in raising awareness for products, contests and promotions with the use of hashtags that are then re-tweeted by customers, reaching a broader audience. One specific use of Twitter is to serve as a customer service portal. There are multiple questions and complaints answered on a daily basis, enhancing the perception of responsiveness by Sephora to the eyes of the clients.
Instagram
Instagram is an important tool for Sephora, one that enables the company to communicate visually with its 4.4 million followers on the latest trends and sneak peek of new lines. Additionally, it’s an important tool to leverage celebrities wearing their products, in order to inspire potential customers.
YouTube
Sephora’s channel on YouTube officially has approximately 375,000 subscribers, but its channel has generated over 47 million views since its inception in 2006. The majority of the content consists in tutorial videos with tips from makeup artists created by the company or by the brands directly. These videos educate viewers on how to best use a specific item, with a link to that item on the online store.
Technology has enabled plenty of opportunities in the beauty industry. …show more content…
Back then, posts were limited to characters and, sometimes, links.
Nowadays, the brand is present strategically on all major platforms including Facebook, Youtube, Instagram, Twitter and Pinterest with a clear vision for each of them. The company is recognized as one of the leading brands in leveraging social media for its marketing strategies. At Sephora, the social media efforts are led by the Marketing team, which encompasses all digital marketing efforts. Even though the ultimate objective with using all tools is to monetize and raise awareness for the products, there are differences in how this is accomplished in each of them.
Sephora takes advantage of this platform in a variety of ways by posting new content and updates everyday, which has generated more than 6 million likes. The idea behind its Facebook page is to create buzz about new products and spur the interaction between …show more content…
Twitter is used very effectively in raising awareness for products, contests and promotions with the use of hashtags that are then re-tweeted by customers, reaching a broader audience. One specific use of Twitter is to serve as a customer service portal. There are multiple questions and complaints answered on a daily basis, enhancing the perception of responsiveness by Sephora to the eyes of the clients.
Instagram is an important tool for Sephora, one that enables the company to communicate visually with its 4.4 million followers on the latest trends and sneak peek of new lines. Additionally, it’s an important tool to leverage celebrities wearing their products, in order to inspire potential customers.
YouTube
Sephora’s channel on YouTube officially has approximately 375,000 subscribers, but its channel has generated over 47 million views since its inception in 2006. The majority of the content consists in tutorial videos with tips from makeup artists created by the company or by the brands directly. These videos educate viewers on how to best use a specific item, with a link to that item on the online store.