Business Analysis: Sephora And Cosmetics

1. Overview of the company (how where when why, how establish now, product detail)

Sephora was founded back in the 1969 by a Paris based conglomerate Louis Vuitton Moet Hennessy (LVMH) in 1997. Sephora is a French chain of more than 750 stores in 21 countries and carries over 250 brands of item specializing in cosmetics, personal care items, fragrances and beauty accessories including their own private labels.

The name Sephora is a combination of two words - The Biblical name of ‘Zippo rah’ (Moses’ wife) and the word ‘sephos’ means pretty in Greek. Dominique Mandonnaud started a new innovation of perfumes with a new conception store introducing the self-approach service, where customers have physical access with the products. This product
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Sephora is highly regarded as a beauty innovator thanks to it’s unparalleled assortment of prominence products, open minded service from experts, interactive shopping environment and innovation. Sephora is now highly appreciated by customers due to it’s new policy of life time return of products in case of customer dissatisfaction and given great deal of personal attention. In addition, it’s sampling program offered by the store for customer to try out a variety of new cosmetic products became quite …show more content…
In addition, the wide variety of brands fulfilled women’s needs to use multiple brands in order to achieve a desire result (Euromonitor 2014)

- In channeling differentiation, Sephora has great commitment to e-commerce and advertising on different platforms both offline and online. Online offerings has an active message board to offer featured videos on new products and techniques and helpful comments from customers, giving the ‘no pressure’ attitude.

(iv) Positioning
- Sephora has a unique product positioning in their brand image. Sephora strictly use only the color white, black and red throughout their website designs and stores. Sephora customers know they will be delivered promising service and the best merchandise.

- In competitive advantage towards L’Oréal, Sephora provides better customer service and better reward program. As L’Oréal does not give access to most of their coupons and offers to members whom are not on top of their customer pyramid.

- In the end, more customers shop at Sephora instead of L’Oréal because of better products offerings, better customer service and their well-established e-commerce.

4. Marketing Mix


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