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Sephora:The Unlimited Power of Beauty

IMC Presentation by Frances Stephens

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About Sephora

Owned by LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury goods group, Sephora was founded in France by Dominique Mandonnaud in 1970 and is defined by its unique, open-sell environment with an ever-increasing assortment of products from carefully curated brands, featuring indie darlings, emerging favorites, trusted classics, and Sephora’s own line, Sephora Collection. Today, Sephora is a powerful beauty presence in countries around the world thanks to our unparalleled assortment of prestige products in every category, unbiased service from beauty experts, interactive shopping environment, and relentless innovation.

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Table Of Contents

  1. About Sephora
  2. Executive Summary
  3. S.W.O.T Analysis
  4. Objective
  5. Target Audience
  6. Strategy & Tactics
  7. Communication
  8. Evaluation/ Results

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Executive Summary

Sephora created the unlimited power of beauty campaign to celebrate women from every walk of life. This campaign is inclusive and very diverse, it encourages women to assert themselves regardless of their age, physique or style and reaffirms sephoras leadership in the beauty industry. Beauty is defined by what you make it, in other words boundless.

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Swot Analysis

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Strengths

  • Sensory Experience in store: Sephora offers a complete experience for customers in store. Having light music in the background and being designed in their signature black and gold colors as well as staff being well dressed and cordial creating a great sensory experience and encouraging shoppers to try on makeup with the assistance of expert staff
  • High Customer involvement: Sephora's easy store layout is very customer friendly offering easy access to customers to makeup. Sephora offers fragrances testers, color identifiers making the shopping experience 10x better
  • Outstanding digital experience: Having a highly interactive website which is super easy to navigate with a variety of interesting options that sets this brand aside from others.

Weaknesses

  • Expensive: With makeup being such a popular industry, Sephora is a player in the luxury segment and thus in some cases is considered overpriced, making it unaffordable to most people.
  • Over focus of experience:: Sephora takes pride in creating a experience for customers which is always a great thing but can sometimes become a distraction from actually selling products. With all the amenities they offer, customers end up walking into sephora stores trying makeup, getting makeovers and leaving out with buying anything.

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Swot Analysis (continued)

Opportunities

  • Growth potential: The cosmetic industry is a high growth mode now as more people become increasingly conscious about the way they look. People understand the need for different makeup for different skin types and ethnicities as well as different occasions.
  • Diversification: Product diversification to not only target women but other groups.

Threats

  • Competition: Sephora's biggest competitors are Estee Lauder, Mac, Calvin Klein, Versace, Clarins, Ales Group and Parfuma Lubin
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Objective

The objective of this campaign film was to reflect of a woman's key moments throughout her life from being a child to becoming a women, experiencing beauty in its what seems like lowest to its best state. At each stage she describes the many aspects of her own beauty and how it has evolves over time but always stays true to herself.

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Target Audience

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Introvert

Extrovert

Analytical

Creative

Women from all walks of life, no matter the age, sexual identity, physique or style.

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For this campaign, Sephora created a three minute film which debuted on Youtube and was followed by prints that were featured in major cities billboards, magazines, social media platforms and store fronts.

Strategies and Tactics

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Communication

Several forms of mass media, including but not limited too, print (Magazine & Newspaper), Social Media (Instagram and Twitter), Ads and Billboards.

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Results

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“Beauty is evolving and no longer has any requirements. I feel empowered.”

“The unlimited power of beauty touches people's hearts because it shows what the power of beauty can create for everyone, it is also an exciting campaign and brand position for all sephora employees.”

“ The unlimited power of beauty is a signature that delivers a strong, ambitious and all encompassing view of beauty. It reaffirms the industry’s role and thus sephoras position as a leader, and it creates room for self-expression, showing the variety of authentic and powerful beauties that makeup todays world.”

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Thanks

CREDITS: This presentation template was created by Slidesgo, including icons by Flaticon, and infographics & images by Freepik

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