Overall, Sephora outperforms Ulta in its usage of social media. Sephora’s theme and content are consistent and relevant across each platform. It seems Sephora has really thought about its customers and tries to come up with little ways to enhance their customer’s experience. Sephora’s layout and structure is better. It is more user friendly. Sephora goes beyond that of Ulta by providing more options and filters to close in on the specificity of their customers’ wants. More importantly, Sephora tries to provide the best service and always responds to questions and situations quickly preventing damage to their name. On the other hand, Ulta really needs to improve the quality of their service, as there are negative reviews, complaints, and problems
