Product details

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Published by: Abu Dhabi School of Management
Originally published in: 2021
Revision date: 28-May-2021

Abstract

In 1969, Sephora emerged as a perfume store in France. The business model of Sephora is like a superstore of makeup products. It allows women to buy all the cosmetic products under one roof to complete their entire look. When Sephora began its business, many people considered it a niche brand and avoided their purchase. Soon Sephora started to progress in the market and attained a competitive position in the market. Sephora has become an international beauty and cosmetic retailer and is considered a consumer-centric organization. They welcome and embrace their customers gracefully. The target customers of Sephora are women of the age group 24-36. In the beauty sector, women mostly try to purchase a product which their friends suggest to them, or if they observed it is looking good on someone else, or if they used they utilized the product. Sephora took an excellent step to furnish their products' details on social media applications such as Facebook, Instagram, and many more. It is an opportunity to keep customers engaged with the products. Social media is a community based platform. Consumers can quickly get answers to their queries, complaints, and suggestions.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Time period

The events covered by this case took place in 2020-2021.

Geographical setting

Region:
Asia
Country:
United Arab Emirates
Locations:
Dubai; Abu Dhabi

Featured company

Sephora
Employees:
1001-5000
Turnover:
USD 10 billion
Type:
Privately held
Industry:
Manufacture

About

Abstract

In 1969, Sephora emerged as a perfume store in France. The business model of Sephora is like a superstore of makeup products. It allows women to buy all the cosmetic products under one roof to complete their entire look. When Sephora began its business, many people considered it a niche brand and avoided their purchase. Soon Sephora started to progress in the market and attained a competitive position in the market. Sephora has become an international beauty and cosmetic retailer and is considered a consumer-centric organization. They welcome and embrace their customers gracefully. The target customers of Sephora are women of the age group 24-36. In the beauty sector, women mostly try to purchase a product which their friends suggest to them, or if they observed it is looking good on someone else, or if they used they utilized the product. Sephora took an excellent step to furnish their products' details on social media applications such as Facebook, Instagram, and many more. It is an opportunity to keep customers engaged with the products. Social media is a community based platform. Consumers can quickly get answers to their queries, complaints, and suggestions.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Time period

The events covered by this case took place in 2020-2021.

Geographical setting

Region:
Asia
Country:
United Arab Emirates
Locations:
Dubai; Abu Dhabi

Featured company

Sephora
Employees:
1001-5000
Turnover:
USD 10 billion
Type:
Privately held
Industry:
Manufacture

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