A projection for Sephora's future for 2012.

Sephora uses the web to extend its global reach.  For example, Sephora has a unique and different Facebook page for almost every country in which it conducts its business.  Because every country that the company does business is not represented by it own individual page, it is difficult to fully measure the company's reach. Here is a small sampling of countries featured on social networking sites:

1. Sephora - Facebook Page for Malaysia
2. Sephora - Facebook Page for Singapore
3. Sephora - Facebook Page for Japan
4. Sephora - Main Fan Page

It is now also possible buy any product directly from your phone or tablet.

Because of consumers' increased appetite to use mobile computing to shop, Sephora has been creating more website advertising and online shopping access to accomodate their customers' changing shopping habits.

In addition to facebook, Sephora also uses Youtube and Twitter, to provide customers with "how to" video, reviews and other forums to build their customer loyalty.

Ch. 7 - Business Marketing

The way Sephora approaches sales is not just the marketing of their own product lines but also, they offer other brand names for sale as well. For example, they offer the consumer a package of 10 small different women's perfumes bundled for one reasonable price.  In this box, they have their product and other famous brands of perfume as well.  This also represents, just one example of how Sephora build alliances with other companies who otherwise might become their competitors.  In addition to marketing for these other firms, Sephora also relies on external companies to expand its distribution channel.  For example, Duane Read and CVS offer Sephora brand nail polish for sale.  They are given an exclusive agreement to do so, so that other than in a Sephora store, these are the only places you can find this special brand of nail polish for sale.

Coupled with this, Sephora utilizes a strategy of targeted exclusivity.  What we mean by this is that while some of their products are offered in different stores thus building strategic alliances with multiple companies, others of their products, such as products in their skin care line, certain accessories and tools, and some of their more high end makeup, Sephora only offers these for sale in a Sephora retailer store. This makes the trip to Sephora something special, where the customer, for certain specific products feels that Sephora is the only place to go.

They also sell their services too.  For example, customers pay an amount of money to get a makeup lesson at the Sephora store. Their strategies are centered not only around products but also around a few highly developed service skills. They know that to keep current customers satisfied is just as important as attracting new ones. This is the Sephora approach to business marketing.

Sephora combines an in-store approach with an online approach offering a detailed website to help consumers access all that they offer online. To do this, they have both their own website and also different facebook pages for different countries.

Ch. 8 - Segmenting and Targeting Markets.

Sephora has built up a positive image in the consumer's mind.

Sephora uses strategies for segmenting markets such as geographic segmentation, demographic segmentation, psychographic segmentation. Geographically, Sephora has more than 750 stores in 17 countries including 16 retailing stores in Manhattan. Each store is located on a busy street, so there are more consumers to visit each one, potentially from a wide range of consumer demographics.  Their use of location to increase foot traffic can attract locals, travelers, tourists, and people from the general area who are just looking to go shopping, and these people can fit into many different demographics.

Sephora uses an eco-friendly strategy with respect to the design of their stores such as electricity-saving lamps，FSC-certified wood flooring, etc. Their comprehensive product mix in 5 major categories' for their product line. These 5 major categories are makeup, brushes, tools and accessories, bath and body, and skin care.   The psychographic segments they appeal to range from the environmentally concsious to focusing in based on specific product categories women many be looking for, and then arranging these categories (like makeup or "tools and accessories") in an easy to find way to draw them in to their website or help them find what they are looking for within the Sephora store.

One to one marketing is an individualized marketing method that utilizes customer information to build long term, personalized and profitable relationships with each consumer.  At Sephora, the approach to "one to one marketing" is through a strategy they refer to as personalized selling. Sephora stores offer knowledgeable staff who, not only sell products to customers, but can also serve as advisors to them, building long term relationships in which consumers come back again and again to find these "personal advisors" waiting at each store to assist them each time they come in.

Holiday Season Sales at Sephora

This holiday season Sephora has launched a makeup collection. They have new products for makeup, tools, bags and hair such as the following:

		1.   Makeup Studio Blockbuster ($440 Value)  $49.50 A portable studio with 193 products to create an infinite range of looks.
		2.   Ultra Shine Mini Lip Gloss Set ($67 Value)  $22 A set of eight mini lip glosses for a range of colors and effects.
		3.   Cream Eyeshadow Set ($40 Value) $22 A set of five shimmery eye shadows with a soft, blendable texture to create a range of fun, frosted looks.
		4.   Nano Eyeliner Set (Value $40) $20 A box with eight highly pigmented eye pencils.
		5.   Colorful Palette  $24 A complete shadow-and-liner palette to create two perfect looks—natural and intense.
		6.   Mini Eyeshadow Palette - Metallize $12 A mini palette featuring four rich shades of shiny metallic eye shadow.
		7.   Mini Eyeshadow Palette - Glitterize $12 A mini palette featuring four gorgeous shades of pure glitter eyeshadow.
		8. Rouge Cream Lipstick $12 A hydrating lipstick that creates full lips with intense color.
		9.   Lip Balm Trio $10 A set of hydrating lip blams, two with a tint and one clear.
		10.   Glitter Spray in Gold $10 A shimmering spray to add golden glitter to the body and hair.
		11.   Color Wand for Lips $10 Six mini lip glosses joined together in an innovative wand.
		12.   Nail Bling in Black Flower $7 A collection of nail art stickers in a range of textured bling effects.
		13.   Prestige Brush Set ($325 Value) $125 A deluxe set of 12 Sephora Professionel Platinum quality makeup brushes.
		14.   Holiday Travel Clutch Brush Set ($128 Value) $34 A set of six brushes in a pink clutch.
		15.   Standing Bag