Presentation and Store Design Category
2013 PAVE Student Design Competition STORE DESIGN CATEGORY Sponsored by
About Sephora Sephora is the leading chain of perfume and cosmetic stores in France and the second in Europe. There are over 1,600 Sephora stores in 27 countries, and over 340 of those have opened in North America since the first US store opened in 1998 in New York. Sephora is the originator of the open-sell prestige cosmetics model, which affords clients the ability to test and access any product in the assortment. Across the categories of Makeup, Fragrance and Skincare, brands are presented within a unified Sephora-driven presentation format to enable cross shopping, and clients are encouraged to touch and test all products. That point of differentiation is an essential part of our retail proposition and brand essence, and has proven effective in enabling clients to explore the complete range of brand offerings by category. In complement to this interactive and unified presentation of each brand in Sephora’s product mix, clients are guided through each world’s products with anchor presentations. These presentations highlight trends, explain how to combine products to customize a makeup look or skincare regimen, and bridge into potential service consultations or class registrations with our cast of experts. While much success has come from the breadth of products offered to clients, we have also discovered that the candy-store effect can be overwhelming. Clients love the access and choice, but frequently crave guidance to hone their selections. So balancing bounty with points of access is key to navigating our stores and assortments. Sephora aims to serve as a beauty editor, offering a vast array of products, but providing a curated point of view that helps each client delve into the selection best suited for her. THE STORE DESIGN CHALLENGE Sephora has a strong market presence in Makeup, Skincare and Fragrance, but is most known in North America for its Color (the internal term for the
About Sephora Sephora is the leading chain of perfume and cosmetic stores in France and the second in Europe. There are over 1,600 Sephora stores in 27 countries, and over 340 of those have opened in North America since the first US store opened in 1998 in New York. Sephora is the originator of the open-sell prestige cosmetics model, which affords clients the ability to test and access any product in the assortment. Across the categories of Makeup, Fragrance and Skincare, brands are presented within a unified Sephora-driven presentation format to enable cross shopping, and clients are encouraged to touch and test all products. That point of differentiation is an essential part of our retail proposition and brand essence, and has proven effective in enabling clients to explore the complete range of brand offerings by category. In complement to this interactive and unified presentation of each brand in Sephora’s product mix, clients are guided through each world’s products with anchor presentations. These presentations highlight trends, explain how to combine products to customize a makeup look or skincare regimen, and bridge into potential service consultations or class registrations with our cast of experts. While much success has come from the breadth of products offered to clients, we have also discovered that the candy-store effect can be overwhelming. Clients love the access and choice, but frequently crave guidance to hone their selections. So balancing bounty with points of access is key to navigating our stores and assortments. Sephora aims to serve as a beauty editor, offering a vast array of products, but providing a curated point of view that helps each client delve into the selection best suited for her. THE STORE DESIGN CHALLENGE Sephora has a strong market presence in Makeup, Skincare and Fragrance, but is most known in North America for its Color (the internal term for the