Sephora Cosmetics

Background

Sephora Cosmetics is a privately held company, engaged in selling a variety of beauty accessories and products. The company manages a cosmetics and perfume stores chain in the France. Sephora stores offer more than 200 brands across a wide variety of product type such as fragrance, skin care, smile care, body & bath, accessories, and hair care. The company markets its products under the brand name Sephora. The company is a division of Louis Vuitton Moet Hennessy (LVMH), a provider of luxury goods. The company operates in the US and Canada, where is headquartered in San Francisco, California.

Dominique Mandonnaud founded Sephora in France by in 1970 Sephora is part of Paris-based LVMH Moët Hennessy Louis Vuitton Group, which includes some of the most important luxury brands from all over the world. In 2011, Sephora invested in R&D and introduced new products under its private label, including Sephora Whitening Night Moisturiser, Sephora Shower Gel, Sephora Double Colour Eye Shadow and Sephora Elegant Lip Colour. In addition, Sephora cooperated with Hello Kitty and launched limited edition colour cosmetic products. In the review period, Sephora invested heavily in marketing campaigns. For example, it launched a Make-up Masters Competition with top French colour cosmetics brand Make Up Forever in July 2011. In addition, Sephora also sponsored the “Beauty Academy” programme shown by Dragon TV. (Gasparina, 72)

Part of Moët Hennessy Louis Vuitton (LVMH) selective retailing business, Sephora enjoyed robust sales growth and market share gains in the US and Canada in 2010 and the first half of 2011. In 2011 the beauty retailer focused on modernizing its existing US stores and growing its online business. E-commerce has been a growth driver for Sephora as a result of a dynamic promotions strategy, increased interactivity, and focus on customer service. The chain distinguishes itself from the competitors (for example The Body Shop and Ulta) by emphasizing its Beauty Insider loyalty program, holding in-store events to promote selected brands, providing beauty services (including makeup lessons and express hair styling), and offering a broad array of products from popular makers (such as Bare Escentuals, Clarins, Clinique, and Shiseido) and its own Sephora Collection. Sephora's private-label items generate about 10% of sales.

Since the opening of its first mini-shop at JC Penney in 2006, the successful partnership has grown to number more than 300 locations nationwide, with a target of 600 by 2015. Indeed, rolling out Sephora mini-shops at lightning speed has become part of the department store chain's long-term strategy.

Competitions

Estee Lauder Companies Inc., The

The Body Shop International plc

Ulta Salon, Cosmetics & Fragrance, Inc

Products

Sephora USA is a privately held company, engaged in selling a range of beauty products and accessories. Major brands and products of Sephora are: Cosmetics:

Make up

Skin care

Fragrance

Bath and body care products

Hair care

Tools and accessories:

Bags and cases

Eyelash curlers

Foot tools

Gifts and value sets

Hair removal

Hair styling tools

Makeup brushes and applicators

Mirrors

Nail tools

Scissors and shears

Sharpeners

Skincare tools

Tooth care

Tweezers and brow tools

Brands:

Sephora

Global Status

Sephora Portugal Perfumeria, present in Portugal since 1998, had 21 outlets in ...