Ch. 4 - The Marketing Environment

Saturday, September 2011

The marketing environment for the comsmetics industry is one of fierce competition between a number of different brands.  For this reason, the different players within the market place, each try to find something to distinguish themselves and catch the consumers' attention.

Sephora's products are made for people of all different races and of any age. Their unique open-sell environment, features over 200 classic and emerging brands across a broad range of product categories including:  skincare, color, fragrance, bath & body, smilecare, and haircare, in addition to Sephora's own private label.  This allows them to target many different market sectors at once.

Now let's talk about Sephora's different products for different races. For example, Asian people.  They find all different products from Asian companies in the Sephora shop. They feel more comfortable using Asian products, because their skin type is different than other races, especially for skincare. Asians' culture, like Chinese, Korean, Japanese - these groups of people are more likely to desire their skin to be more fair. They believe white is beautiful. These products meet their needs. The price ranges from medium to high. 

For different income groups, Sephora's offers products in different price categories. For low income people, they offer some product for sale and at a discount.  Also, they make sure their own product line is never too expensive. In the store they also have:  Dior, Clarisonic, and Perricone MD.  These expensive products are for people of a higher income bracket.