Ar on Brand Communication: A Case Study of Sephora

Midterm Assignment
For JM456, Strategic Brand Communication
On
Augmented Reality and Brand Communication and Case Study of Sephora
By
Chutimon Sawaddichai
5707640958
An assignment submitted to Faculty of Journalism and Mass Communication,
Thammasat University
Present to
Assoc. Prof. Wonghatai Tunshevavong

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Abstract
Augmented Reality (AR) is a technology which allows digital information overlaying on the real
environment. Although it has been existing for a few decades, it has developed rapidly. AR is able to
apply in many fields, for example, game, movie, map, etc. In this era, AR becomes the trend and it is
used in marketing and brand communication. Functions of AR has a plenty of benefits which
enhances the opportunities for brand to communicate to audience.
Sephora is one of the brands which apply AR technology for marketing and brand communication.
Most of the customers who walks into Sephora store have a purpose just to see and try the
products. Sephora understands customer’s behavior. ‘Virtual Artist’ feature was created to respond
this behavior. This feature is AR makeup try-on function which available on Sephora application on
mobile devices. Users can put makeup on virtually. Also, it has ‘Add to basket’ button on the same
display and that is an effective call-to-action (CTA) which stimulates users to make a purchase
quickly.
Three interviewees who are the target consumers of Sephora have tried ‘Virtual Artist’ feature and
they say that they still want to try the real products because those products are beauty and
cosmetics which color and texture become the main consideration before make a purchase.
However, this feature is effective for them in the way that it drives their needs and they makes want
to see the real one of products they have tried on application.

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Table of Contents
Abstract ……………………………………………………………………………………………………………………………….ii
Table of Content……....…………………………………………………………………………………………………………iii
List of Figures…………………………………………………………………………………………………….…………………iv
1 Definition ………………………………………………………………………………….…………………………………….1
2 History of Augmented Reality ……………………………………………………….…….…………………………. 3
3 Benefits of doing branding communication through Augmented Reality ………………..……...7
4 Case Study: Sephora ……………………………………………………………………….………………………………. 9
4.1 Brand name and logo ………………………………………………………………...…………………………… 9
4.2 Slogan ………………………………………………………………………………..………………………………….10
4.3 Brand attribute, key benefits, and personality ……………………………………...……………….10
4.4 The target market of the brand ……………………………………………………..……………..……….11
4.4.1 Demographic Segmentation …………………………………………………...……...……..........11
4.4.2 Psychographic Segmentation ………………………………………………….……...……...……..11
4.5 Ar on brand communication: Sephora Virtual Artist ……………………………….……...……..12
5 Interview ………………………………………………………………………………………...……...……...……...……15
5.1 Thipjira Meechoonuk ……………………………………………………………….……...……...……...……15
5.2 Jidapa Chang-in ……………………………………………………………………..……...……...……...…….. 16
5.3 Onnutcha Naknawaphan …………………………………………………………....……...……...…….....17
6 Reference ………………………………………………………………………………...……...……...……...……...… 18
7 Image Reference ………………………………………………………………………………...……...……...…….... 20

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List of Figures
Figure 1. Pokemon Go - AR game application (Colin and Sarah Northway, 2016, July 9)
Figure 2. Pokemon Go - AR game application (Virginia State Parks, 2016)
Figure 3. The appearances of Augmented Reality in the movie RoboCop (Bernard Francois, 2011)
Figure 4. The first head-mounted display system in 1968 (Jeese Damiani, 2017)
Figure 5. Videoplace (Myron Krueger, 1974)
Figure 6. The 1st & Ten line in 2004 (Oil Electric, 2015)
Figure 7. Battlefield Augmented Reality System (BARS) in 1999 (U.S.Naval Research Laboratory, n.d)
Figure 8. ARToolKit 2009 (WahWahHawah, 2013)
Figure 10. Volkswagen MARTA application (IClarified, 2013)
Figure 11. Sephora logo (Rouge and The Rose, 2015)
Figure 12. Zipporah (David Mandel, n.d)
Figure 13. Sephora’s slogan (Alexane, 2014)
Figure 14. Sephora’s slogan (Miles Aldridge, 2013)
Figure 17. Sephora’s mood and tone - Black and white (Taubman Centers, n.d.)
Figure 18. Sephora’s mood and tone - Black and white (malls.com, 2017)
Figure 19. Sephora Virtual Artist Application. (Sephora USA, Inc., 2017)
Figure 20. Sephora Virtual Artist App. (MultiVu. 2016, FEB 3)

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1 Definition
Augmented Reality, or also called AR, is a technology that integrate digital information to enhance
the reality. It use digital images, graphic, and sound to augment in real environment that existing in
user’s surrounding. The word ‘augmented’ which is originally from augment means to add
something. For the term ‘Augmented Reality’, it means adding something in the reality. In other
words, people walk in the real environment but have more experience with those information added
with AR which creates artificial environment and provides more virtual information. It enhances
people’s perception of reality. People are not seeing only reality anymore. There is digital virtual
added into the real world and overlaid virtual information. When the digital world and real world
merged and harmonized, there are more tools and opportunities to make everyday activities more
interesting.
Augmented Reality technology is a new trend which coming into the mainstream in every kind of
media although it has existed just only few decades. It has developed into application to be used on
mobile devices. For example, ‘Pokemon Go’, which is a game that very popular in 2016, became
successful AR game. Pokemon Go does not require a new hardware. It is just an application using AR
on mobile devices. It has introduced AR technology to people very well as people has experienced it
on their own. It was the first time that a lot of people has experienced the real AR.
Figure 1. Pokemon Go - AR game application (Nick Acton Virginia State Parks, 2016)
Figure 2. Pokemon Go - AR game application (Colin and Sarah Northway, 2016, July 9)
Many academic research articles give different definitions of Augmented Reality. An article about AR
which published by Multidisciplinary Digital Publishing Institute (MDPI) defines AR as a technology
which offers new modes of visualization, navigation and user interaction. It also provides new
opportunities for visualizing information in more direct way in a real geographic and environment
and based on geographic objects and natural feature detection. AR is used to create another world
which is isolated from the real world and sometimes it is used to describe the real world such as a
map or a virtual environment.
From the article Augmented Reality: Applications, Challenges and Future Trends, the writer has
described AR as a combination of technologies. It enables the real-time mixing of digital content with
the reality. The outcome is a live display with virtual information overlaying on the real environment.

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“Reality cannot be increased but its perceptions can be” is the term which can describe the objective
of AR. AR creates an “increased perception of reality.”
This research mentioned that AR is one technology based on Virtual Reality (VR) developing. VR is an
artificial world which has real-time interactive graphics combined with a display technology and
allow user to interact with the simulation. VR requires some gadgets to interact with as it has three-
dimensional models; stereoscopic head-tracker displays, hand/body tracking, and binaural sound.
But AR does not since user can use application on mobile devices. VR has information overlay on the
whole display and has no real environment left. But AR is a mix between digital and real world so
user still sees the real environment but there are some digital stuffs appear on the screen.
Moreover, AR has been used in the movies and scientific fictions for a very long time, for example,
The terminator (1984) and RoboCop (1987). These movies portrays the AR in the cyborg characters
which can see the graphic and digital information overlaying on the screen or vision display. Figure 3
is the scene that the display showing a video game commenting on the real-world situations.
Figure 3. The appearances of Augmented Reality in the movie RoboCop 1987 (Bernard Francois, 1987)
An article Augmented Reality and the Future of Marketing by augment.com defines AR as a
technology which allows user to see 3D models as an overlay in front of the user in the real world.
Before AR created, 3D information reaches only the computer, video game, program for architect
and engineer, and Hollywood entertainment. But when the AR comes, AR becomes the only way
that 3D information can appear in front of the user through display of mobile devices. AR creates an
experience and produces an interaction between the product and consumers as well. AR allows
users to add graphic and digital information to the real environment and see it real time.
As Augmented Reality can be a tool of communication between the product and consumers, AR
becomes the trend in brand communication in nowadays. It gives user an immersive experience and
user can interact with the product in the real environment through the display on the devices. When
consumer has the immersive experience with the products, they tend to have a great increasing of
engagement. This is why AR is a great opportunity to do a brand communication.

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2 History of Augmented Reality
In 1968, Ivan Edward Sutherland, who was a computer scientist and known as the father of
computer graphic, created the first head-mounted display system. The system uses computer-
generated graphics to portray the picture of wireframe drawing. What users see at that time is a
graphic overlaid on the real world for the first time. This head-mounted display system was known
as The Sword of the Damocles which inspired by the formidable appearance of the device. This
device was orthodox in terms of user interface and realism.
Figure 4. The first head-mounted display system in 1968 (Jeese Damiani, 2017)
In 1974, ‘Videoplace’ which is an artificial reality laboratory was created by Myron Krueger, the
American computer artist. Videoplace combined projectors, video cameras, and special purpose
hardware that emitted onscreen silhouettes, surrounding the users in an interactive environment. It
was an artificial reality surrounding the users and the graphic on the screen can respond to user’s
movements and actions. And the user have to wear goggles and gloves but it did not obstruct the
movement and graphic on the screen.
Figure 5. Videoplace (Myron Krueger, 1974)
Sixteen years later, in 1990, the term ‘Augmented Reality’ was used for the first time by Boeing
researcher - Tom Caudell. His colleague and he proposed to help workers configure the airplane
wire.
During that decade, augmented reality started to be popular and got a lot of attention. It has been in
many fields. In 1992, Louis Rosenburg developed Virtual Fixtures which is the first AR functioning
systems. It was built to train the pilots in US Air Force. This technology allowed the military to
control virtually guided machinery to perform tasks from a remote operating space.

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In 1994, Julie Martin built ‘Dancing in Cyberspace’, the first Theater production which use
augmented reality. It featured acrobats who danced within surrounding and around virtual objects
on their physical stage. During the decade, Augmented Reality started making itself in the way of
entertainment as technologies advance.
The 1st & Ten line is a computer system that generates and displays yellow first down line during a
live broadcast of a college or professional American Football game.
the line is not physically present on the field and is seen only by the television audience, indicates
the location of the first down marker. The purpose of making the line is to make audience follow the
game easier. The 1st & Ten line was first broadcast on Sportvision during ESPN's coverage of a
Cincinnati Bengals-Baltimore Ravens game in 1998. But later on, in 2004, the technology has
improved a lot. Several other cameras can be implemented to work with digital graphic system.
These camera are known as ‘Skycam’. Skycams are placed a high position to see all the field. It is also
used to draw a yellow line on the screen of the game.
Figure 6. The 1st & Ten line in 2004 (Oil Electric, 2015)
In 1999, The US Naval Research Laboratory engage on a decade-long research program called the
Battlefield Augmented Reality System (BARS) to prototype some of the early wearable systems for
dismounted soldier operating in urban environment for situation awareness and training
Figure 7. Battlefield Augmented Reality System (BARS) in 1999 (U.S.Naval Research Laboratory, n.d)

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Moreover, NASA X-38 used Hybrid Synthetic Vision System (HSVS) that combines live sensor data
with information from a Synthetic Vision System (SVS). By combining the dual information sources,
the operators are afforded the advantages of each approach. The live sensor system provides real-
time information.
ARToolKit is an open-source computer tracking library to create augmented reality applications that
overlay virtual image on the real world. ARToolKit is a very widely used AR tracking library with over
160,000 downloads on its last public release in 2004.It uses video tracking capabilities that calculate
the real camera position and orientation relative to square physical markers or natural feature
markers in real time and 3D computer graphics models drawn exactly overlaid on the real marker.
In 2009, ARToolKit was originally developed by Hirokazu Kato of Nara Institute of Science and
Technology in 1999and was released by the University of Washington HIT Lab. This item was one of
the first AR SDKs for mobile, seen running first on Symbian in 2005, then iOS with the iPhone 3G in
2008,and finally Android as early as 2010 with a professional version by ARToolWorks later in 2011.
Figure 8. ARToolKit 2009 (WahWahHawah, 2013)
In the same year, 2009, AR appeared and worked on print media for the first time. Esquire Magazine
was the first one who introduced an AR to the readers with the scannable code on the cover of
magazine, featuring with Robert Downey Jr. who were guiding the readers through the content of
that Volume. There are AR features all supplement content in the print magazine. For example, one
of the feature is that when readers tilt magazine in different directions to control the weather and
Robert Downey Jr. will adjust clothes appropriately.
Figure 9. Esquire Magazine featuring AR Robert Downey Jr. (m-Bossed, 2009)

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During the past five years, AR started to be popular among marketing and brand communication. A
lot of AR campaign make the leap toward consumers.
Starting in 2013, Volkswagen was the first car manufacturers that begin to use AR technology as a
tool to communicate with audience. Volkswagen MARTA (Mobile Augmented Reality Technical
Assistance) application was released in 2013 as a innovative support tools. As new Volkswagen’s
model was complex, this application was created for service employees to see step-by-step repair
assistance with relevant additional information in virtual.
Figure 10. Volkswagen MARTA application (IClarified, 2013)
One year later, in 2014, Google started shipping Google Glass devices for the first time after
launched in the US and UK in 2013. It was the first AR wearable technology. But by the end of 2014,
many restaurants and businesses banned Google Glass due to the concern of privacy.
From 2014 until now, the investment of AR and VR increased rapidly and reached $700 million in
2015. And the investment hit $1.1 billion in 2016. This means the trend of AR and VR is coming. Now,
AR technology has a broader range of use. Many brands created more advanced versions in building
a campaign to communicate to audience such as National Geographic (2011), showing extinct
animals walking in the shopping mall, or Coca Cola (2013), showing ice melting beside you to raise
awareness about environmental problem. AR technology encouraged consumers’ appetite by
compelling and creative visual content. This technology became the big influence in society and play
an important role in every field, especially in marketing and brand communication.

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3 Benefits of doing branding communication through Augmented Reality
AR technology has positive impacts in both consumer standpoint and marketing efforts and business
growth. It is also impressive for consumers. AR is new in brand communication. But it is highly
effective in the way of communication as it’s fresh and user can have the real experience even it
portrays as digital graphics in the real environment. With Augmented Reality technology, the brand
can close the gap between brands and customers. It enables a new way to communicate to audience
and also enhances the customer’s experience towards the brand.
AR provides a lot of benefits on brand communication as following:
Brand Recognition and interaction
Interactive media is one of the key which emphasizes brand recognition and customer loyalty to
develop the marketing presence. Consumers tend to remember the brand better if they have the
immersive experience. Moreover, the more value providing through the experience, the more
experience that consumers will remember. Consumers will be more familiar when the brand connect
to them with a personal experience. Having an interaction is a good way to make people engage
with the brand.
Online and Offline Experience
In this era, just only in-store marketing is not enough anymore. It also needs digital media to
communicate to consumers. Digital platform is the most important key in marketing nowadays as
people live online as well as the real world. Although online platform is important, offline platform is
still effective and also important. Then, digital media should go along with in-store marketing at the
same time. Furthermore, augmented reality technology can gain more engagement from consumers
and more personal interactions. AR offers more choices and opportunities to shop and try it on in
both online and in-store.
Increase ROI (Return on Investment)
As interactive media is effective for marketing, it increases the profits and ROI (Return on
Investment) since AR technology can boost consumer engagement. AR is new for consumers. It
makes consumers would like to try once but it will not stop only once. They will use again and again.
Then, they will be addicted to this technology. Moreover, many kinds of AR can drive consumers to
make a purchase faster, for example, AR for beauty and cosmetics (put the products on), AR for car
manufacturer (test drive on AR), etc.
More opportunities for marketing strategies
AR is a improvement of the marketing material and strategy since it is a new way to communicate to
consumers and let the consumers to have the real experience through AR. This new technology
provides more media platform, it allows the brand to have more opportunities to communicate to
consumers. AR provides a big opportunity to create an effective interactive media. It helps
expanding the market for new users. And it emphasize an immersive experience and communicate
personally for current users.

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Emotional Connection
The quote “Nothing ever becomes real till experienced (John Keats)” does work in brand
communication. Consumers tend to have greater emotional connection when they experience the
situation on their own. It drives consumers to have more interaction and to be closer with the brand
as well. Emotional connection is one of keys which can make the communication to be more
effective. Especially, once consumers enter the AR application, they will take time to explore AR. And
this is the most effective way to communicate to consumers and connect to them with emotion. The
more time consumers spend on the AR, the more emotion they have with the brand.
Opportunity to show hidden side of the brand
AR provides a space to create a creative content to portray the story behind the product and the
brand. Users also have an opportunity to receive information about the different side of the brand.
Hidden story makes audience feel they are special and also creates emotional bonds between the
brand and consumers. AR has many functions that need creativity to fulfil those functions to work in
the most effective work. For example, some brands may use AR to explain the story behind the
product with how each piece was made. Audience will see it is special and feel that they are
exclusive one to know the story behind. Also, when audience see the story behind that created in
the way of high creativity, they will think this product and this brand is impressive and see more
value in that product and brand.
Shareable content
AR always come with online platform which is easy to share to friends on social media. It is fresh and
new. When any brand creates an AR campaign, it tends to go viral easily as AR is one of technology
that people are keeping their eyes on. If the AR campaign is interesting enough and people think it is
worth to share to the public, that AR campaign will be known spreadly within a very short time.
Sharing on social media works with the same idea as Word of mouth (WOM). Once they have seen
the content on their feeds and everyone shares to their friends, more than twice number of people
will reach that content. Then, if the brand creates some shareable content on AR application, the
brand can get engagement from audience easily from their sharing and WOM.
Corporate Communication
AR can become PR or corporate communication. The marketing materials and strategies that the
brand use can tell the culture of that corporation. AR is new technology which is trendy. If any brand
starts using AR, that brand will be known as innovative and trendy. It also affects the reputation that
audience think about the brand. The brands that try to find the best way to communicate to
consumers will have an image of considerate and caring as that brands pick up the best
communication tools for their audience.

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4 Case Study: Sephora
Figure 11. Sephora logo (Rouge and The Rose, 2015)
4.1 Brand name and logo
Sephora is a brand which gathering nearly 300 brands along within its own private label named
‘Sephora’. Its first launched in France in 1993. The product category of Sephora is Cosmetics and
beauty. Sephora shop includes makeup, skincare, body care, fragrance, nail color, and hair care. It
offers quality, freedom, and a positive shopping experience.
Sephora is the only chained cosmetics store which has branches worldwide. There are 2,300 stores
in 33 countries worldwide. The brand offers exceptional assortment of prestige product which could
not find anywhere else. It claimed that consumers can get inside and unbiased peer
recommendations from Sephora as its shop is a center of various exclusive brands and brand-owned
counter unlike other places which has only a counter of their own brands or stand-alone counter.
Sephora is in the middle between affordable and luxury. And all the cosmetic brands in sephora the
familiar brand. So, Sephora brand mark is a tool to guarantee that all products is authentic. This
brand is credible and consumers trust in Sephora that this brand will not sell unauthentic or fake
stuffs for sure.
A logo of Sephora is an image of alphabet ‘S’ from the name Sephora. And, a brand name ‘Sephora’
comes from the Greek named ‘Zipporah’ who is the most beautiful wife of Moses.
Figure 12. Zipporah (David Mandel, n.d)

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4.2 Slogan
Figure 13. Sephora’s slogan (Alexane, 2014)
“Where Beauty Beats” is the latest slogan of Sephora. It consists of three words and two words start
with the same sound (/B/) and this creates an alliteration. This slogan is short, catch attention, and
easy to memorize. It draws audience’s attention. The word ‘beauty’ obviously portrays that Sephora
sells beauty to consumers. The word ‘beats’ recalls a heartbeat.
4.3 Brand attribute, key benefits, and personality
Basically, brand attribute of Sephora is known as beauty and cosmetics shop, authenticity, various
brands gathering in one shop, credible, and fashionable.
Benefits of Sephora separates into two types; functional benefits and emotional benefits. Functional
benefits are authentic products, various choices of product brands, and convenience. Emotional
benefits are freedom of shopping as it is self-service environment. There is no BA or beauty advisor
walks following customers and pressures them to buy the products. Another emotional benefits is
unbiased service as customers will get a fair recommendation from the advisor in the shop and not
bias on any brand since Sephora has many brands in one shop so it has to recommend customers
equally.
Brand personality of Sephora is professional, fashionable, knowledgeable, credible and trendy.
Sephora is the leader in beauty and cosmetics retailer. It grew up a lot as there are 2,300 shops in 33

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countries in the world. How they run the business makes people see it is professional. More than
that, Sephora has a theme color as black and white which psychologically makes the brand look
professional. They also use black and white in the website and stores.
Also, Sephora sells beauty and cosmetics products and that makes people perceive Sephora as a
fashionable and trendy person. And all the products is authentic so consumers can trust Sephora
that there is no knock-off products so Sephora gains credibility from this.
Figure 17. Sephora’s mood and tone - Black and white (Taubman Centers, n.d.)
Figure 18. Sephora’s mood and tone - Black and white (malls.com, 2017)
4.4 The target market of the brand
Sephora has positioned itself as a store that can provide a variety of mainstream and boutique
beauty and cosmetic products. Although the store are decorated with black and white tone, it looks
bright to appeal teenagers. It also appeals female with product itself. The segmentation of Sephora
is clear. Its target consumers can separate into demographic and psychographic.
4.4.1 Demographic Segmentation
For demographic segmentation, target consumer is female aged 18-34 including university student
and working person who is in middle to high class as the product price are in the medium to high
price range. Those who are the consumers of Sephora are the person who is willing to pay for
authentic products even other brand’s price is lower. The price limits their target market but it’s to
attract consumers who don’t want to risk with cheap cosmetics. Also, Sephora targets worldwide as
the store is located 33 countries.
4.4.2 Psychographic Segmentation
For psychographic segmentation, target consumers are trendy beauty product consumers. They care
about their appearance and health as they do makeup including both who does in occasionally or
routine. Also, they are those who value fashionable and quality of products. They don’t want to risk
with unsure products that it is authentic or not seeing that they are willing to pay in the high price to
ensure that what they are buying is authentic. Because of the price is medium to high, Sephora’s
target consumers narrow down to focus on the person who don’t want to pay for risk on cheap
cosmetics. They want to be safe. With self-service environment, it appeals people who want to have
freedom in shopping and don’t want to be disturbed by BA. They prefer to take time to enjoy
shopping experience alone, however, Sephora also have BA to help consumers and consumers can
call them over when they need advices from BA.

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4.5 AR on brand communication
Sephora: Virtual Artist
Figure 19. Sephora Virtual Artist Application. (Sephora USA, Inc., 2017)
Sephora launched a new feature named ‘Virtual Reality’ in Sephora application on mobile device.
This function uses AR technology. Sephora started rolling out the eyeshadow try-on first and it was
successful. Then, they continue launching a more feature based on the Sephora Virtual Artist
including Cheek Try On which allows user to try more than 1,000 color shades on live preview or
virtually, and a Color Match feature which uses AI (Artificial Intelligence) to detect a shade of the
user’s skin and match it with the shades of any products that available in Sephora. It means that user
can virtually try more than 1,000 shades of cheek and find the right color to match with their skin.
Last year, Sephora launched a Color Match for lip on Sephora Virtual Artist but it was only available
on Facebook Messenger. But now, it is available on IOS and Android which can gain mobile
engagement more. It is going to the next level. The latest Sephora Virtual Artist enhances the
experience of try-on feature. User can use front camera and the program will run the perfect shade
for them and those products which apply virtually on user’s face are lip, eyeshadow, and cheek
products that available in Sephora online.
Other brands also launched AR application which also has almost the same features such as L’Oreal
and Estee Lauder. But the difference is that Sephora has more product choices as it does not stick to
only one brand or its own brand. But Sephora has more than 1,000 shades in each type of product
from various brands while other brands’ application shows only its own brand and has less number
of products and color shades.

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From the YouTube video named ‘Sephora Virtual Reality App’ uploaded by MultiVu which is the
multimedia production and strategic distribution, it provides information about Virtual Artist feature
on Sephora application as following;
Swipe for more shades
User can swipe and choose to try on virtually. There is a plenty of shades as Sephora has gathered
various brand into one place. Every time users put makeup on, there will be an information about
the product that they are trying on a screen. The information provides brand name, color name, and
price.
Add to basket
If the users try on makeup and they like it, they can add it to basket immediately. This function
drives consumer to purchase quickly. With their emotion when they feel that makeup is right for
them, they tend to make a purchase easily. And there is a function which is ready for them to click to
purchase. This is an effective Call-to-action (CTA) which stimulate users to purchase quickly.

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Tap ‘Surprise me’ to discover new shades
This is a good idea to let people enjoy the moment while they are using this application. The more
time users spend on the application, the more engagement the brand will get from them. ‘Surprise
me’ function is useful as some users may want to try color shades that they have never tried before.
They may discover a new shade and product from this function. More than that, this function has
potential to appeal and grab attention from users to take more time on this application.
Compare and share on social media
User can take a photo and video on application and compare with other color. Also, there is a ‘shake’
function which is when users shake their phone in compare mode, the application will randomly
choose new colors and apply on user’s face. Moreover, users can share directly to social media to
get some suggestions from their friends. There is also a hashtag which is used when user shares to
other media platforms. #Sephoravirtualartist is a hashtag that refer to this feature on application.
Using hashtag helps people to know about this feature and application. It especially affects on
recognition stage.

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5 Interview
5.1 Thipjira Meechoonuk
Thipjira, a university student, is one customer of Sephora with a very high brand loyalty. She goes to
Sephora shop only once a month but she spends a lot each time. She has Sephora Gold member card
which is a card that customers have to spend more than 37,500 Baht within 12 months and they
have to keep spending more than 37,500 Baht each year to maintain a membership. One her Gold
membership is going to expire if she does not spend over 37,500 Baht. At that time, she has to spend
more than 12,000 Baht to maintain the membership. Other customers might decide to not pay
12,000 Baht for the Gold membership, but she did.
Thipjira prefers to shop in-store rather than online because she wants to try the real products as it is
cosmetics which she wants to see its color before make a decision and it will be applied on her skin
so she cares a lot. Also, in-store shop has more products than online. However, she orders online
sometimes but only the low-involvement products such as shampoo, moisturizer cream, and
sunscreen.
She already had Sephora application on her phone but she rarely checks the updates on application.
Mostly, she explores on Sephora website because the pictures looks clearer since the pictures in
application are too small.
Thipjira knows that there is application which use AR to put makeup on virtually on mobile device.
But she has never noticed that Sephora also has this feature. Also, she doesn’t like this kind of
application because she wants to try the real one to see a texture of the products. However, she still
thinks it is useful when she wants to see the overall look of some colors. If she likes it, she will go to
the store and try its texture before she makes a decision. It means that it drives consumer’s need
and want to make a purchase easily.
To develop the AR application to be more effective, she thinks a function of smell would be great. It
will drive online shopping more. Sephora did perfect on the idea of brand communication through
AR application as its function is all about beauty and cosmetics and it also supports the products
selling.
“Now, Sephora is on the right way. But if the AR application is more stable and more accurate in
color and digital graphic, it would be better and it will be successful in the future,” said Thipjira.

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5.2 Jidapa Chang-in
Jidapa, a university student, goes to Sephora to see and try the products twice a month and every
time she walks by the store. But she makes a purchase every a couple month. She loves Sephora
because she can walk in one shop and try a variety of products from different brands. Also, those
brands are credible brand. Although the price is not cheap and it is around the price from the brand
counter, she still buys from Sephora since she believes its price can guarantee the quality of the
product and she can buy several products from only one shop. She trusts in Sephora.
She mostly buys from the store. But she buys online sometimes, especially when there is
membership promotion for online purchase. She wants to try the real products before make a
decision. Sometime she explores on website but when she is interested in something, she will go to
the store to try the real one and make a purchase at the store because she thinks that cosmetics
have its own color but the finished look is different when it is applied on different skin. Although it
perfectly matches with one’s skin, it may not match with another’s. So, she has to try on before
purchase.
Basically, she sees that ‘Virtual Artist’ feature on Sephora application helps her in making a decision.
She has tried this AR feature and she feels that it is so real. She knows from trying on AR that which
color match her skin. But it is not strong enough to get her make a purchase online. However, it
depends on situation. If she goes abroad and there is an online promotion at that time but she
doesn’t have time to try at store, ‘Virtual Artist’ feature will be very effective in that situation and
she would be purchase online.
Jidapa sees cosmetics as a high-involvement products. So, she doesn’t want to take risk in
purchasing without trying. But ‘Virtual Artist’ is a great tool to stimuli her needs and wants.
For example, if she is exploring the AR feature and accidentally meet new colors which she has never
thought that it will match her face, for this situation, it will drive her want to buy that one.
Nonetheless, her purchasing decision will be ended in-store as she still wants to try the real one
before actual purchase.
She has an idea that if Sephora can add suggestions for user’s skin, it would be more effective to her
because when she sees a description saying that this is suit her skin, although she doesn’t want it, it
drives her want to know more about that product and want to try it. So, if the application can tell
which product is suit her face and skin, it would help user want to make a purchase. Moreover,
makeup suggestion for occasion would be great too. For example, an application may suggest
products and color for woman who is going to dating. This will be emotional effective for woman
who is in that feeling.
“Sephora is doing in the right way in brand communication because people mostly go to Sephora
just to try the products. Then, Sephora creates the function which respond to that behavior and use
AR to make it look virtually real,” said Jidapa.

17
5.3 Onnutcha Naknawaphan
Onnutcha, a university student, buys product from Sephora once a week. Sometimes her need is
driven by walking in Sephora and found something interesting. She also visit Sephora website to
explore and update new arrival products. Sometimes she found products from other sites but if she
wants it, she will go to Sephora website to see that Sephora has it or not. If Sephora also has it, she
will buy it from Sephora.
The reason why she loves Sephora is that Sephora has various brands in one place and she can try
every single product in the store so she doesn’t have to go to each shop which wastes her time. The
most impressive thing for her is that Sephora gives freedom in shopping. There is no BA walking
behind to pressure customers. She is a kind of person who wants to try everything on before make a
purchase because she wants to see the real color and texture.
Before she has tried ‘Virtual Artist’ on Sephora application, she doesn’t really care about this feature
as she has tried other brand’s application which has the same functions and she sees that it doesn’t
look real. After she tried ‘Virtual Artist’, she thinks that it drives her to make a purchase faster.
However, she will not purchase online immediately. She will keep it as wish lists and try on the real
products at the store because she doesn’t totally trust in AR technology. She still trusts real
experience the most.
It is a great step that Sephora pick up AR and adapt with cosmetics to make a virtual makeup on
application. But people deeply stay with perception that they trust themselves the most and they
have tried cosmetics on their own skin for a long time. She believes that Sephora is doing the right
thing. If Sephora keep doing this, one day, it will reach that turning point that people trust in AR. But
for now, no matter how Sephora develop, she thinks it will not change people’s perception to totally
trust in computer system.
“Only time will do. People stay with the old behavior for a long time. So, it takes time to change their
behavior and perception to trust in computer more,” said Onnutcha

18
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