Sephora Research Paper

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?

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.

LUSH – a global pioneer brand name in cosmetic industry. LUSH which was defined as fresh and green is for its famous natural and handmade cosmetics, which will give customers a unique experience. In introduction we will discuss about the evaluation of LUSH cosmetics, their company profile and their impact on sustainability.

The optical industry came up with what they call ‘A bright idea’ (eyewear a visual history: pp. 130) The marketers called it a brilliant idea, it revolted the eyewear business and turned it into a resourced trade. An eyewear company would use a designer’s name and print it onto the frames of the glasses and they sold them as a creation of the fashion house. How would putting a designer label on glasses make them sell even better? Seems that by adding a label it gives you a ‘status- boosting talisman’ (Chen; 2011 ) people love

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.

As we know how the online shopping changed and developed in the last years. It also playing an essential role to attract the customers and to increase and help retail’s sales. Dior websites effected positively in the Dior’s sales in many ways. First, the Dior boutique has a specific working hours and days, so the working hours in the normal days are from Saturday to Wednesday it is open in these days from 9am to 10pm, but in the holidays from Thursday to Saturday it is open from 9am to 11pm. These hours it can be inappropriate to the some of customers because many people is working for the late hours or they don’t like to waste their time on shopping so they prefer to purchase online from the retail’s websites

Branding is about establishing an image of how you would like to be seen and thought of by others. In business, for instance, those people are usually consumers. In other words, companies want clients to think of them in a positive light so they purchase their products.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Some people utilize fashion as a means of self definition. For example, for some people, brand names carry intrinsic value. A person may wear Burberry frequently. Why? The brand makes the person feel connected to the fashion that she loves. It does not matter that the person could buy about ten shirts at Kohl's for the price of one Burberry piece - the Burberry piece gives a person self esteem and pride in her appearance.

Skin treatment products are often sold next to the cosmetics, but in reality are not cosmetics themselves. Skin treatment products are created with the purpose to improve the natural condition of the skin rather than purely the aesthetic. Cleansers, astringents, toners, acne medications, sunscreen, and lotion all help the skin stay healthy and free from blemishes. In the past, it used to be that consumers

The detail full version of this table is presented in appendix 1 in page number 8 (Hopkins, 2009).

I chose the amphora from the Museum of Classical Archaeology that has a Roman date. During the Bronze Age was when the Greco-Roman word, amphora, developed in ancient Greek. An amphora is a large vessel used for storage and transport in pre-modern times. Amphorae (plural) were used in large numbers for the transport and storage of various products, usually wine, but it was used for both liquid and dry products. This amphora was also used for the typical purposes of storage and transport, but I believe it was used on a ship. It was obviously found sunk in the sea, as it has lime incrustations and remains of shells that cling to the surface and so, therefore, it was used on a ship. The base aided transport by ship, and the amphorae were stored upright or on their sides in layers. If it was upright, they were most likely held by a rack or ropes passed through their handles to prevent shifting during rough seas. Amphorae often indicate the age of a shipwreck and the geographic origin of the cargo so they benefit maritime archaeologist who are exploring shipwrecks.

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.

The extra budget use in video production such video content, advertisement on YouTube. Budget will allocated to produce high quality online videos that spread and represent the Sephora brand image in better way among clients. It cost $20000 for each video but spend extra budget to stop low quality ads create negative impact on customers as well as brand awareness.

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns