REDEFINING SOPHISTICATION PAVE 2013 STORE DESIGN CHALLENGE
Enhance Inherent Beauty. Be yourself, but better.
While Sephora is as successful as a global beauty company, it is important to reconsider the notion of “sophistication” in the contemporary times. What is observed is a lack of congruency between Sephora’s brand desire, sophistication and the current brand atmosphere. Cultural views of sophistication and beauty have evolved to be defined as inherent.
Enhance Inherent Beauty. Be yourself, but better.
Through a conducted research, evidence showed that Sephora is a store that has different types of customers. There are three types of customers at Sephora: 1) Teenager/young adult.- Uses Sephora’s app, uses technology when shopping. 2) The woman that has no particular brand preference. She is always in a rush and wants things get done quickly. 3) The woman that has particular brand preference.- She expects excellent treatment, personal assistance, and high quality products.
Claudia, she is 20 years old. Likes to try out different looks through makeup. Some of her favorite brands are Sephora, Urban Decay, Stila, and Tart. Jennifer, she is 31 years old. Works and is a mother and prefers a minimalistic look. Her favorite brands are Clinic, bareMinerals, and Bobbie Brown. Amanda, she is 38 years old. Likes and expects quality makeup. Her favorite brands are Dior, Chanel, YSL, and Prada.
Enhance Inherent Beauty. Be yourself, but better.
Reconsider the notion of a sophisticated atmosphere by changing current store materials to materials that reflect and reveal the simplicity of inherent beauty which will accommodate to the needs of different customers.
Enhance Inherent Beauty. Be yourself, but better. Aluminum
Black Glass
Aluminum Honeycomb with red finish.
5ft 5ft
2ft
The gondola is flexible to change, each piece can be mounted individually or paired with another depending on the needs of each individual store.
5ft
2ft 8in
The end cap gives a continuous sense of the gondola and allows Sephora to display their makeup that is currently trending.
2ft
The self-checkout is located at the end of the gondola working like an end cap. Customers will be able to pay and this will allow for cast members to guide and help customers through the unique experience of shopping at Sephora.
I am a Cast Member and I will help you!
Rendering 1
Individual Beauty Studios located near high-end brands to give customers like Amanda the excellent assistance that they are accustom to.
Amanda is looking at Chanel products and Brand Specialist Cast Member is assisting her by showing her Chanel’s newest makeup line.
Rendering 1 Call out
Rendering 2
The mirrors are incorporate within a light fixture that simulates natural lighting to enhance Claudia’s inherent beauty.
Beauty Studio is located in the center of the store making it available for anyone like Claudia to get assistance or SEE-TRY-BUY new products.
Claudia is trying out the new eye shadow from Urban Decay with a Sephora eyeliner at the Beauty Studio!
Rendering 2 Call out
Rendering 3
Rendering 3 Call out
Jennifer is in a hurry, so she decides to use the self-checkout located at the end of the gondola. Leaves satisfied and just in time to pick up her children.
Enhance Inherent Beauty. Be yourself, but better.
SEPHORA benefit: The design will meet customer’s needs which will increase revenue. Costumers will come back to shop for more products. Customers benefit: The different types of customers will have a great experience at Sephora.
Thank You.