Ch. 10 - Product Concepts

Sephora is a combination distribution channel for other people's products and a marketing machine for their own specialized product line.  The way they price their own line below the other products they sell allows them to actually use their competition to sell their own product line while also making money off distributing the competition. In looking at their strategy, you could say that Sephoras' own product is a "convenience product". 


Sephora offers a diverse product line covering 5 major categories: makeup, brushes, tools and accessories, bath and body, skincare.  There are more than 9 items in any given  product line. For example , in the makeup category they offer products for the face, cheeks, lips, nails, and eyes with many offerings under each subcategory.  Some products such as makeup brushes & applicators can be found both in the "makeup category" and under "brushes" on the website giving users multiple ways to find or stumble upon what they are looking for when browsing the site. 


Sephora uses their well known store name to brand their products. Their name identifies a product with their company name which is protected by trademark. Makeup bearing the Sephora name can only be found in Sephora stores, lending an air of exclusivity to the experience of shopping at Sephora. However, their nail polish is available almost anywhere, even in the most common of New York supermarkets.


Sephoras' global brand:   


In Asia, their product line takes on more of a local focus:  how to make Asian people's skin look natural, whiter and healthier. Whitening Night Moisturizer is one of the products featured in the Asian market. 


In Europe，their product focus is on perfume and makeup. They sell lots of American brand perfumes. I think for upper class Europeans, they love to explore American perfume. It is expensive, but they perceive it as special and exotic.  Not everyone can have it. Sephora features lots of their own brand name  makeup as well on their European website. For makeup, their price is generally in the middle range compared to other brands.