Topics: Cosmetics, Brand, Target market Pages: 10 (3560 words) Published: August 16, 2013
About Sephora
Sephora is known to the world as a “visionary beauty-retail concept”. The woman Dominique Mandonnaud originally founded the well-known company in France during the year 1970. The company is said to be a unique “open-sell environment” that showcases a large amount of brands ranging from well-known classics to new and upcoming brands. The store offers a large range of product categories as well. These range from skincare, color, fragrance, body, smilecare, haircare, and also Sephora’s own private label. Those working with the company are professionals within the industry who have a vast knowledge of all the products carried within the store (

Currently, Sephora is “not only the leading chain of perfume and cosmetics stores in France, but also a powerful beauty presence in countries around the world”. The company is also very focusing on learning the newest and latest trends within the beauty industry. In order to do this, the company created “the science of Sephora”. This is comprised of a group of professionals and product consultants handpicked to be the most “knowledgeable”. The program assures that the team is skilled to: “identify skin types, have knowledge of skin physiology, the history of makeup, application techniques, the science of creating fragrances, and most importantly, how to interact with Sephora’s diverse clientele”. (

The company is currently owned by Louis Vuitton Moet Hennessy (LMVH), the “world’s leading luxury goods group.” This group is known to be a “beauty trailblazer”. This is all because the large assortment of prestigious products they make as well as the group of experts they have on their team offering excellent and “unbiased” advise, and “interactive shopping environment”, as well as the lasted innovations. The company is known for their stores, their online shopping environment, their Beauty Insider club and their mini stores within jcPenny (jcp). (

Sephora Stores
There are about 1,300 stores that are currently operating in 27 countries worldwide. They have an “expanding base over 300 stores across North America.” The opened the first North American store in New York in the year of 1998. After this, they expanded the brand to Canada. The first Canadian store to be opened was in the city of Toronto in the year 2004. The North American headquarters is stationed in San Francisco, California. They also have corporate offices within the cities of New York and Montreal. (

The website was not launched until 1999 in the North American area. The Canadian website for was actually created before the flagship stores. The website was made available in the year 2003 for its Canadian customer base. The beauty site is one of Sephora’s largest stores in North America in terms of sales as well as its very wide selection of products and brands. ( Beauty Insider Loyalty Program

The Beauty Insider is a “customer loyalty program” that was introduced to its customers in 2007. This program was a way for the company to be able to thank customers to shopping at their stores by giving them “special products, exclusive information, and an all-access pass to personalized beauty.” This program is offered inside Sephora stores nation wide as well as at During the year 2009, the company launched another program called V.I.B (Very Important Beauty Insider). The V.I.B program is a premium level for Beauty Insiders. This gives customers “access to exclusive gifts, event invitations, and early access to select products.” Sephora Inside JcP (JcPenny)

Jcp started to open Sephora’s inside jcp in October of 2006. According to their website the “original launch turned into a phenomenon.” Currently there are Sephora locations inside jcp stores nationwide. These are not just normal Sephora stores. Instead, they are smaller versions than the ones known to the...

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