Sephora
Sephora company research paper
Company overview
Sephora is a French brand and the biggest cosmetics retailer in the world. In 1969, Dominique Mandonnaud built the first Sephora store in French Limoges. He chose an open-sell environment to sell his cosmetics. In his store, customers could experience a totally different shopping journey like visiting and exploring a beautiful cosmetics free land. His special selling model was very popular in that time, and then he opened couple of chain stores. Until now, Sephora still retains this useful and comfortable selling model in stores. In 1994, the cosmetics store used “Sephora” as its name. “Sephora” came from the Greek word “sephos” which means beauty and “Zipporah” which from Moses’ beautify wife’s name in the bible. This name is completely matching the store’s mission statement. In 1997, Sephora became a part of French conglomerate LVMH(Louis Vuitton and Moet Hennessy). Currently, Sephora has approximately 1,300 stores spread 27 countries in the world. It provides different kinds of products range from skin care goods, fragrance, to hair care and make up items.（1） As a beauty industry, Sephora’s missions is to deliver superior products, to make people attractive and beautiful, to create value and to make significant difference in beauty industry.(2)
4p’s implement Product
Sephora chooses to sell multiple brands and covering different kinds of products
such as make up, skin care, fragrance, bath/body, hair, tools/ accessories. They also sell men’s products. These brands include Sephora’s own brand—Sephora collection and other brands from different companies around the world such as DIOR, YSL, BENEFIT, and ORIGINS etc. Multiple brands can reach different types customers’ requirements. In other side, Sephora has a special product that is beauty and trendy service. For example, customers can get professional makeup, have hair styled and doing nail manicure and pedicure in Sephora’s
Company overview
Sephora is a French brand and the biggest cosmetics retailer in the world. In 1969, Dominique Mandonnaud built the first Sephora store in French Limoges. He chose an open-sell environment to sell his cosmetics. In his store, customers could experience a totally different shopping journey like visiting and exploring a beautiful cosmetics free land. His special selling model was very popular in that time, and then he opened couple of chain stores. Until now, Sephora still retains this useful and comfortable selling model in stores. In 1994, the cosmetics store used “Sephora” as its name. “Sephora” came from the Greek word “sephos” which means beauty and “Zipporah” which from Moses’ beautify wife’s name in the bible. This name is completely matching the store’s mission statement. In 1997, Sephora became a part of French conglomerate LVMH(Louis Vuitton and Moet Hennessy). Currently, Sephora has approximately 1,300 stores spread 27 countries in the world. It provides different kinds of products range from skin care goods, fragrance, to hair care and make up items.（1） As a beauty industry, Sephora’s missions is to deliver superior products, to make people attractive and beautiful, to create value and to make significant difference in beauty industry.(2)
4p’s implement Product
Sephora chooses to sell multiple brands and covering different kinds of products
such as make up, skin care, fragrance, bath/body, hair, tools/ accessories. They also sell men’s products. These brands include Sephora’s own brand—Sephora collection and other brands from different companies around the world such as DIOR, YSL, BENEFIT, and ORIGINS etc. Multiple brands can reach different types customers’ requirements. In other side, Sephora has a special product that is beauty and trendy service. For example, customers can get professional makeup, have hair styled and doing nail manicure and pedicure in Sephora’s
References: (1) http://baike.baidu.com/view/401553.htm (2) http://prezi.com/f4vhjdafelia/sephora/ (3) http://www.sephora.com (4) Sephora’s strategic revolution. Wilson, Marianne. Jan 2000. http://search.proquest.com.libproxy.bridgeport.edu/abicomplete/docview/222062776/13AD8B9399C25A96628/18?accountid=26484 (5) J.C. PENNEY CO INC (HLDG CO) http://finapps.forbes.com/finapps/BuyHoldSellAnalysis.do?tkr=JCP (6) Sephora To Install Beauty Vending Machines. May 25, 2011. http://www.huffingtonpost.com/2009/12/04/sephora-to- install-beauty_n_380346.html (7) Private Label Beauty-US-May 2011. http://academic.mintel.com/display/542902/ (8) The Beauty and Personal Care Consumer-US-January 2010. http://academic.mintel.com/display/482424/