Sephora
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Sephora is the leading retail beauty chain in Europe and the United States. Founded in Paris, France in 1969, Sephora was acquired by Moet Hennessy Louis Vuitton (LVMH) in 1997. It has expanded to the United States, China, Italy, Czech Republic, Poland, Greece, Spain and Canada with its North American operates based in San Francisco, CA. Sephora operates approximately 515 stores in 14 countries worldwide and continues to expand. The products range from make-up, skincare, fragrance, bath & body and hair care. Sephora carries over 250 classic and emerging brands in addition to their own private label.
With the development of a training program known as the “Science of Sephora,” Sephora has built the most knowledgeable and professional network of product consultants in the beauty industry. The program was developed by Sephora to ensure that their team is skilled to identify skin types, have a knowledge of skin physiology, the history of makeup, application techniques, the science of creating fragrances, and most importantly, how to interact with Sephoras diverse clientele.
When visiting Sephora, customers are greeted with a wide range of products from which to sample and choose. This is a great one stop shop for cosmetics including hair care, facial, and makeup. They care several brands that you wouldnt find in a regular department store. The customer base is overwhelmingly female and this is reflected in the product lines which are designed to be used by women.
Sephora, the beauty authority, revolutionized the global beauty industry with its unique retail concept rooted in a powerful combination of unparalleled brand and product assortment, distinctive store design and the beauty expertise of its sales consultants.
Sephora is investigating marketing options to increase overall revenue with minimal cost to the company. This proposal consists of a marketing research plan conducted by the marketing group “Maguires Misfits” to determine the addition of “Sephora Baby” to include a wide range of juvenile skin care products.
Today, parents are continually faced with the impact of global warming and the effects it will have on their children. Statistics are staggering regarding the increase in incidents of skin cancer in the overall population especially in children before age 21.
Can Sephora successfully market products that are designed for infants and toddlers? The following report has been developed to determine the business opportunity of targeting the juvenile skincare market and incorporating “Sephora Baby” into the already existing stores. The baby care category, however, is not a category where taking the wait-and-see approach is always beneficial. For one thing, babies are only babies for so long. Today consumers are much more likely to be influenced by what their neighbor or friend says, word of mouth