Sephora Essay

1. Assuming she receives the additional funding, how should Bornstein allocate her budget across the various digital categories? Given that the additional funding requested must be shifted from Sephora’s other marketing spending, where would you propose to cut? Why?

Its cosmetic department may face a similar situation to Gerdeman’s article where skin color bias is promoted through advertising. Skin whitening creams can be found in the cosmetic department along with propaganda to encourage customers to buy their merchandise. To ensure that there is no bias portrayed in the media, managers must reconsider how to portray an impartial view on fairer skin tones leading to happiness. If I were to lead the marketing campaign for skin lightening products at Macy’s, I would equally promote the product for restoring an individual’s natural complexion from damages of the sun. By taking this course of action, there is no particular skin color that is favored by the Macy’s establishment.

BYS targets the tween and early teenage female market, tweens make up large proportion of the market and are highly sought by the cosmetic industry due to their beliefs, which as suggested by Hair, McDaniel and Lamb (2014, 144) includes a growing need to remain a kid with the inclusion of having the fun of a teenager correspondingly tweens aim to look more mature at a younger age. BYS would target the ages between 12-15, these females would have a low income; from either pocket money or a low paying causal job, they would still be living at home with their parents and attend school and have active social lifestyle. The consumer would have a pursuit to be fashion and appearance savvy, from circumstances such as maturation or peer/ social pressures or alternatively they may hold a keen interest in beauty and cosmetics. BYS would form a basis on usage segmentation as it focuses on consumer actions rather than that of intentions, opinions and attitudes (Sarel and Marmorstein 1996, 39)

For years, beauty gurus have been arguing over which makeup store could be the best: Ulta or Sephora. Comparing everything to the brands they sell, what they do not sell, their in-store experience , and reward system. Both Ulta and Sephora shine adequately through customer service, in store experience and both offer great selection.

The National Skin Cancer Awareness Program represents the new public health approach. This is because it has been created to prevent and reduce the incidence of skin cancer among teenagers and young adults. It takes into account the social determinants that influence a person’s health. For example, due to the sun’s very strong UV rays, Australia is a very hot country and

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.

There is a famous saying that ‘cosmetics are not selling product but beauty.’ Therefore, it is important to keep planning and developing product to meet the needs of customers who pursue beauty. In line

The main purpose of this business report is to review the appropriateness of Jurlique cosmetic products for the Australian target market. The key findings are: Australia is a huge market for cosmetic and toiletry industry, while it is full of competition due to the zero duty on American cosmetics; Jurlique is a well established brand for most Australia customers, however, it still needs unique selling points other than natural ingredient to expand its market share. This is mostly based on the product research and development.

Dominique Mandonnaud founded Sephora in France in 1969. Sephora was originally called Shop 8, but Dominique Mandonnaud re-named Shop 8. In 1993 Mandonnaud merged the Biblical name, Zipporah (Moses' wife), with the ancient Greek word "Sephos" which means pretty. Sephora stores specialize in selling cosmetic and beauty care products. Sephora was founded in 1969. That one store later expanded to

Currently, the business has not ventured in the cosmetic market of London and Canada. Canada and London provide an opportunity for the company to expand its market through its international entry strategy of retailing and B2C framework. The SWOT analysis of the company shows a wide range of strengths and opportunities for the company’s future success such as market gap (London and Canada), Globalization, technology and good customer relation (BBB accreditation). The company demonstrates high capability of sustenance and survival through retailing, personal selling, E-commerce, E-marketing, Fashion Collaboration and other B2B platforms.

Young girls are more concerned about acnes and blackheads while mature women are looking for anti-aging and anti-wrinkle products. Genders do affect the choice of skin care products. In the past, skin care products only belong to the girls’ world. Nevertheless, in recent years, men are increasingly becoming more and more concerned about skin care. With a view to this latest trend, various brands have started developing men’s line. Income level directly affects the purchasing power of customers. Skin care products take up a wide range of price levels from far less than a hundred dollars to more than a thousand. Young girls who do not have any income cannot afford the expensive skin care products while mature women with higher purchasing power focus more on quality and effectiveness. Occupations also determine the need for skin care products. Models and artists generally have a higher consciousness on skin care than people with less exposure to the public.

Estée Lauder has an extremely large presence as the global leader in prestige beauty with products being sold in more than 150 countries. This global success is attributed to their focus on cultural relevance, making sure that their products, signage, marketing etc. appeals to consumers in each local market.

I consider Sephora as a platform. They have become more than a product now because they have hundreds of brands and thousands of different products, the variety is considerably large. Other reason is, their affectivity on social media and also their websites; the beauty talk policy in their website has become a platform that brings people together and it is really like a huge forum.

In the highly competitive Japanese skin-care market, P&G¡¦s new SK-II product has proven its success as a premium and prestige offering. P&G has gained significant knowledge transfers from SK-II development and further, has successfully tapped the fickle Japanese market and has devloped a loyal user-base in Taiwan and Hong Kong. With its phenomenal success, it is only logical that P&G consider rolling-out the SK-II product-line to the international market. However, while there is significant worldwide growth potential within the $9 billion prestige skin-care industry, based on recent organizational changes, new corporate priorities, and thorough market assessment, P&G must base its decision on current resources and capabilities to

Many cosmetic brands are popping up recently, perhaps, due to the increasing consumers of products that beautify and enhance the physical appearance of a person. Even though the market is already full of the said cosmetic brands, the company L’Oreal Groups could still be considered as the leading supplier of cosmetics and hair-color. This study is a brief overview of the marketing concepts and strategy of the said company. The company profile will be presented to be able to give a clear view of the market to which the company belongs to. An internal and external (SWOT) analysis of the company will also be provided in this paper. Another area will be specifically devoted to