Marketing Strategy Of Sephora
INTRODUCTION
Sephora is a beauty-retailing concept that was founded in the 1970s by Dominique Mandonnaud. As a unique and open-ended environment, Sephora has consistently provided an always increasing amount of emerging brands with a wide range of product categories that include but are not limited to skincare, haircare, body care and fragrances. Not only is it a platform for Sephora’s own private label of makeup, but it also caters to several other high end makeup brands. Their constant ‘aim-to-please’ attitude has made them the leading chain of perfumes and makeup in all of France, along with a very influential presence in countries across the world.
Sephora’s primary marketing strategy has always been to provide an incomparable and extensive selection of products, with beauty consultants that strive to give you their expert opinions and to treat every customer individually in a domain that allows for interactive and an innovative shopping experience.
In the year 2016, Sephora plan to release an organic line of foundations for their cosmetics section using all natural ingredients as well as to design the packaging of these products to an exterior that is created using environmentally green methods. The contents of this marketing plan will be to look into what goes into a customer’s decision to purchase an organic product, why and if customers would prefer an organic product to one that isn’t, whether it would benefit and add to the company’s market share, and what
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