Ch. 16 -Integrated Marketing Communications

A = Advertising

Sephora gets your Attention with their advertising. Sephora is one of the biggest cosmetics companies. They have been featured in many different magazines, outdoor media and on the internet. They do their advertising often on their website. They attract customers' attention when they post their new image on their  website. When they change their website image from season to season and on holidays, they give customers a sense of which of their products are timely for different seasons and holidays, and what they should buy during each time period.   They also carry over 250 brands.  When other big companies do  their advertising, this advertising brings customers to Sephora stores to shop for these companies' brands of cosmetics.  Wandering through the Sephora store to look for these other products ultimately cause the customers to browse Sephora products in the Sephora store along the way.  This increases the customers' knowledge of Sephora products and increases Sephora's visibility as well.


I = Innovative Public Relations

Sephora builds Interest through innovative public relations campaigns.  For example, they hosted Beauty events during Fashion's Night Out in New York and this event has been featured in "The Independent" online magazine. Also, they have been in "Herworld" magazine for the "Sephora Launches Nail Art How To Series".  Through these, among other techniques, Sephora tries to build a good image in the customer's  mind.

D = During Sales promotion

Sephora stimulates Desire with daring sales promotions.  For example, they create a perception in the customers' minds of more value for less money though competitive sales packages. They put together a number of products to sell in one package under a single prices, and to the customer, this looks like more value for less money.

A = Attentive Personal Selling

Sephora motivates consumers into Action through attentive personal selling. Inside every store, they offer knowledgeable staff who, not only sell products to customers, but can also serve as advisers to them. Walk into any Sephora store anywhere in the world and you will have this same experience. The selling strategy is to let every customers feel comfortable and build a trusting relationship with them. This will make the customer feel more likely to shop at a Sephora store, because when they are shopping at Sephora, they get not only good service, but also a knowledgeable staff to help them.