Sephora aims to be the most versatile beauty brand for women ages 16-60+ through edgy makeup and skincare products. To connect with customers, Sephora will use their iPhone app, social media platforms, and team up with fashion magazines. Their goal is to make other brands like MAC and Ulta obsolete by offering a more extensive selection. Sephora will measure success through Google AdWords clicks and allocate over $3.6 million to their digital marketing budget including pay-per-click ads, a digital agency fee, mobile optimization, and magazine ads.