Sephora Digital Engagement

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Adelle Greenberg

Study on Sephora and Digital Engagement Babson Blended Learning MBA

Business

SEPHORA AND
# DIGITALENGAGEMENT
“SEPHORA IS A VISIONARY BEAUTY-RETAIL CONCEPT FOUNDED IN FRANCE BY DOMINIQUE MANDONNAUD IN
1970. SEPHORA'S UNIQUE, OPEN-SELL ENVIRONMENT FEATURES AN EVER-INCREASING AMOUNT OF CLASSIC
AND EMERGING BRANDS ACROSS A BROAD RANGE OF PRODUCT CATEGORIES INCLUDING SKINCARE, COLOR,
FRAGRANCE, BODY, SMILECARE, AND HAIRCARE, IN ADDITION TO SEPHORA'S OWN PRIVATE LABEL.”
[WWW.SEPHORA.COM]
#strategy
#customer
WHERE BEAUTY BEGINS
#EXPERIMENTEEXPLOREDESFRUTE

SEPHORA'S CURRENT COMMUNICATION VEHICLES
Marketing Communications
Strategy
#CURRENT
DIGITAL ADVERTISING
EMAIL ADVERTISING
TRADITIONAL VISUAL
AND PRINT BASED MEDIA
BI-DIRECTIONAL SOCIAL MEDIA
TUTORIALS

#BILLSBILLSBILLS
CURRENT ESTIMATED
BUDGET ALLOCATION
VIDEO PRODUCTION
VIDEO/YOUTUBE ADVERT.
VIDEO CONTEST
FACEBOOK DEVELOPMENT
HOLIDAY/VIRAL PROMOS
SOCIAL PARTNERSHIPS
MOBILE
2.00%
19.00%
3.00%
14.00%
15.00%
2.00%
45.00%
BUDGET CATEGORY
2010 BUDGET
ALLOCATION

Let's Define
# S U C C E S S
AMOUNT OF EXPOSURE
CONSUMER INTEREST
REVENUE TRACKING
CONVERSION RATES
ENGAGEMENT
#instamakeover
#bethebestguest
#ohwhatfun!

#PastPresentFuture
#thegood #therecommendation
Education
Tutorials
Customer Reviews
Bi-Directional
Communication
#theopportunities
Data Analytics
The Digital
Engagement Leader
Continued Development of
Strategic Relationships
Continue to support the Sephora Value
Proposition by maintaining strong product
variety and continuing consumer
engagement through education and
bi-directional communication via in store
and digital/social media channels.

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This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion. The content includes the following: 1. Introduction 2. Research methodology 3. The consumer and the cosmetics category 4. The context – trends affecting the category 5. The consumer and Sephora a. Key findings about Sephora b. Key findings about Sephora's major competitors c. Perceptual map and new positioning 6. Opportunities/issues for Sephora 7. New brand vision statement and rationale 8. New creative brief

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Uneak White's Personal Brand Exploration Presentation

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Sephora Digital Engagement

1. SEPHORA AND # DIGITALENGAGEMENT “SEPHORA IS A VISIONARY BEAUTY-RETAIL CONCEPT FOUNDED IN FRANCE BY DOMINIQUE MANDONNAUD IN 1970. SEPHORA'S UNIQUE, OPEN-SELL ENVIRONMENT FEATURES AN EVER-INCREASING AMOUNT OF CLASSIC AND EMERGING BRANDS ACROSS A BROAD RANGE OF PRODUCT CATEGORIES INCLUDING SKINCARE, COLOR, FRAGRANCE, BODY, SMILECARE, AND HAIRCARE, IN ADDITION TO SEPHORA'S OWN PRIVATE LABEL.” [WWW.SEPHORA.COM] #strategy #customer WHERE BEAUTY BEGINS #EXPERIMENTEEXPLOREDESFRUTE

2. SEPHORA'S CURRENT COMMUNICATION VEHICLES Marketing Communications Strategy #CURRENT DIGITAL ADVERTISING EMAIL ADVERTISING TRADITIONAL VISUAL AND PRINT BASED MEDIA BI-DIRECTIONAL SOCIAL MEDIA TUTORIALS

3. #BILLSBILLSBILLS CURRENT ESTIMATED BUDGET ALLOCATION VIDEO PRODUCTION VIDEO/YOUTUBE ADVERT. VIDEO CONTEST FACEBOOK DEVELOPMENT HOLIDAY/VIRAL PROMOS SOCIAL PARTNERSHIPS MOBILE 2.00% 19.00% 3.00% 14.00% 15.00% 2.00% 45.00% BUDGET CATEGORY 2010 BUDGET ALLOCATION

4. Let's Define # S U C C E S S AMOUNT OF EXPOSURE CONSUMER INTEREST REVENUE TRACKING CONVERSION RATES ENGAGEMENT #instamakeover #bethebestguest #ohwhatfun!

5. #PastPresentFuture #thegood #therecommendation Education Tutorials Customer Reviews Bi-Directional Communication #theopportunities Data Analytics The Digital Engagement Leader Continued Development of Strategic Relationships Continue to support the Sephora Value Proposition by maintaining strong product variety and continuing consumer engagement through education and bi-directional communication via in store and digital/social media channels.

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Sephora Digital Engagement