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S EP HORAA Brand Case Study Nikki Kerber PBDS 705 November 21

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History• Started in 1969-70 as Shop 8 by Dominique Mondonnaud in France as a speciality perfumery store• Retired at age 50 in 1993 and rebranded as Sephora by a group who had bought the company• Purchased by Louis Vuitton Moet Hennessy (LVMH) in 1997

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Current Statistics• Operates in 24 European countries• 60 stores in China• 280 stores in the U.S and Canada• Mini-stores in 270 JcPenny department stores• Carries over 13,000 products and 250 brands• LVHM had an increase of profit of 14% in 2010

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Terms• Logo - Sephora• Symbol - Flame• Tag-line - The Beauty Authority

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Brand Marks Meaning of the sephora flame color scheme used: black, white (and red) in stores

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Brand Meaning• Modern and innovative way to purchase cosmetics, skin and hair care products, and other accessories.• Fun way to sample and experiment with new products.• Knowledgeable and professional sales associates and make-up artists to answer questions.• Friendly shopping atmosphere.

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Differentiate• Open-sell, self-service retail model• Offers over 250 brands including niche brands Stila, NARS, and Hello Kitty• 3 free samples with online purchase• In-store beauty services• No cash wrap store model in NYC• Strong online and offline presence

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Collaborate• JcPenny, October 2006• XpressSpa, October 2010• OPI, 2008• QVC, 2011

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Innovate• 1st to utilize self-service retail model• Sephora private label products• iPhone & iPad app• 1st to create mobile website for ratings & reviews• 1st to create store without cash registers• Brings trends to customers all over the world

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Marketing Efforts• 2009 • VIB membership• 2010 • Sephora-to-Go mobile website and iPhone app • Beauty Talk• 2011 • Summer: NYC same-day delivery service • July: Interactive iPad application; Nail Bar service in 7 stores • Sept: Debuted first 100% no cash wrap store in NY • Oct: Fan Fridays on Facebook • Nov: Sephora TV

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Social Media

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Social Media

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Social Media 2 Million + Fans

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Social Media

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Social Media

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Social Media

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Social Media 241,590 followers

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Social Media

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Social Media

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Social Media

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Social Media 40,399 subscribers

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Social Media

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Social Media

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Social Media

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Design• Layout of store• Email• Website• iPad

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Design: Store Layout• Self-service retail model• Organized by product type and brand and color• Wall of fragrances for men and women• No cash wrap

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Design: Website• Interactive• Pages for each brand• Fresh and updated content including videos, articles, reviews, comments, sales promos• Section for gifts

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Design: Website• Interactive• Pages for each brand• Fresh and updated content including videos, articles, reviews, comments, sales promos• Section for gifts

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Design: Email• Dynamic graphic & HTML coded e-mails• Targeted messages based on customers past purchases and age, skin type, etc.• In-stock notifications

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Design: Email• Dynamic graphic & HTML coded e-mails• Targeted messages based on customers past purchases and age, skin type, etc.• In-stock notifications

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Design: Email• Dynamic graphic & HTML coded e-mails• Targeted messages based on customers past purchases and age, skin type, etc.• In-stock notifications

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Design: iPad• Magazine-like layout• New content appears when refreshed• Integrates social media accounts• Personalize app

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Design: iPad• Magazine-like layout• New content appears when refreshed• Integrates social media accounts• Personalize app