Sephora Case Study

Princessa Beauty Products is a retailer of beauty products catered to the black community that has been around for more than 20 years. Princessa is one of the oldest beauty stores serving the black community in Montreal and is located on the western side of the island. George Richards managed Princessa for two years and purchased the store from the original owners using his life savings. Between the years of 2002 and 2006 the store showed growth in sales from $453,156 to $605,249, but between 2005 and 2006 annual sales stayed the same and in 2007 sales fell to $509,000. Due to this decline in sales Richards began to take into consideration other factors that could be affecting the business. There seemed to be positive reports in the

3. As Sephora increasingly dabbles with digital marketing and social media, which competitors should the company be most worried about?

Companies purpose is not simply creating good products, but also informing consumers about their benefits, as well as achieving a clear positioning of their products in the minds of consumers. The three main means of stimulating the mass market are advertising, sales promotion and public relations. Companies have to choose a system, elaborate actions, and set goals in order for advertisement to have good effect on the company. Therefore, this paper will discuss advertising strategies and marketing functions of Ulta and Sephora. To advertising could be expected good effect, companies must first select a system and elaborate action, set goals. Therefore, in this paper we consider the advertising strategy.

Today the chain of stores span over 500 individual stores in 11 countries across the world, namely (apart from Canada), Brazil, Panama, Trinidad and Tobago, Australia, New Zealand, United States of America, United Kingdom, France, India, and Singapore.

The concern most employers have about older workers is their ability to perform, primarily because this opens up a host of issues such as safety and health. Even more to the point employers have concerns about an older workers physical malfunctions and their decline in mental capacity. But that argument is being challenged through healthy living habits such as exercise and proper diet.

They have over 230 stores in Australia and abroad in countries including New Zealand, Slovenia, Ireland, Malaysia, Croatia and Singapore.

Sephora’s current target market are women who value quality products and associate with luxury brand names. Sephora also includes products for males such as fragrance, skincare, shaving, and other products. They are well known as a beauty store for females but do not have a reputation for selling men’s products.

After seeing a post on Facebook at the website Women's Voices for the Earth about Moira's Story: Fragrance & Formaldehyde, I reached out to Moira to ask if we could include her fragrance free salon on our blog page "Scent-Free Professional & Retail Establishments.

When an unfavorable issue occurs, a good PR representative is especially important to have on board representing the company (Kim, Sung, 2016). Public relations dates back to the early 20th century and early on emphasized the engagement of press and publicity, while more recently has transitioned to more modern concepts such as engagement and relationship building (PRSA, n.d.). Ulta Beauty is a cosmetics retail store that has more recently taken the reins on their PR by working to create a noticeable, meaningful and thoughtful relationship with the public.

Ulta Beauty is a chain beauty store with over 19,000 employees and 974 locations all across America. Ulta carries 20,000 products and 460 brands that consist of, cosmetic, skincare, haircare, and fragrance products for men and women.  Majority of their inventory and sales come from cosmetic makeup brands. Ulta carries higher end makeup brands and well as lower end drug store brands. Their main target market and customers are women of all ages who use any type of beauty product. Their wide range of products can reach to all types of customers and they offer something that majority of people use. In 2013 Mary Dillon former chief of US cellular and chief executive of Mcdonald's became the new CEO. Since then Ulta sales have increased largely. At the end of 2015

As of Feb 28, 2014, the company had approx. 10,000 employees & 246 retail stores in 20 countries. The company has business in the United States, Canada, Mexico, Brazil, United Kingdom, Ireland, Austria, Belgium, France, Germany, Italy, Netherlands, Spain, Sweden, Switzerland, Israel, Australia, Japan, South Korea, and China. The company also operates an e-commerce website with 12 different localized online stores across the world.

Facebook is very essential tool for reaching people with easiest way but there are lots of disadvantages about using it. First of all the customers are not anonymous when they ask questions or commented or post, everyone can see their picture even they set up their privacy settings, but in Sephora’s website, everyone is anonymous. This is important because the user might need to ask private questions and might be afraid of her question is embarrassing.

YouTube ads create thousands of new customers for Sephora. With the help of new ads on YouTube connect new customers by letting now about existing customer experience with Sephora. New promotion and service will increase the brand awareness. The main objective is add extra space for advertisement on YouTube. So, ads will direct traffic to Sephora. Come and

Victoria’s Secret has stores worldwide. In north America, the number of stores has been consistently growing from 1054 in 2012 to 1164 in 2016. It had 1094 stores in 2013 and 1139 in 2014. 46 of these stores are located in Canada, Europe has 17 lingerie stores, 2 stores of Victoria’s Secret 's Pink, 83 stores for Victoria’s Secret Beauty accessories, 7 stores for bath & Body. But France only has 1 store of Victoria’s Secret beauty & accessories which is located in the Orly airport.

| * Quality products, innovative & creative, fashion, chic, classic, modern * Large range (230 articles/collection) * New collections (kids, underwear) * Collections tested by designers before * Price scale (target more people) *