Advertising Plan By: Maryelizabeth Tamer
History and Brand Overview • •
In 2007 they launched their Beauty Insider program which is a client
Sephora was founded in France by Dominique Mandonnaud in 1970.
loyalty program and gives clients the chance to earn points with every
Sephora is a visionary beauty-retail concept with a unique open-sell
dollar spent along with invitations to beauty insider events.
environment •
It features a variety of brands and has a wide range of product
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cosmetic and fragrance market in the United States, their estimated
categories including skincare, color, fragrance, body, smilecare,
North American sales exceed $2 billion
haircare and they also sell their own Sephora label •
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The multinational apparels and accessory company,
Over time Sephora has been able to capture more than 20% of the
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They are changing the way we buy make up with their low
LVMH Moët Hennessy Louis Vuitton, own Sephora in
pressure open shelf environment and they encourage exploration
addition to other subsidiaries ranging from high-end
and experimentation. If you don’t like it you can return it even if
wine and spirits to fashion designers such as Celine
you have already tried the product.
The brand has evolved over the years with •
They are always using new and sophisticated technology,
approximately 1,900 stores in 29 countries world such as quick check-out in store or a new technology that wide ensures you are buying the right shade of foundation for your face
Geographical Emphasis According to Sephora’s website they are the leading chain of perfume and
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Current Users and Demographics According to Sephora’s website they identity that they appeal
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cosmetic stores in France but they also have a powerful beauty presence in
to a diverse clientele.Their current user is women or men
countries around the world
20-40 years of age
Their website states that they operate 1,900 stores in 29 counties
The clientele attracted to Sephora value fashionable/quality
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worldwide and are expanding their North American presence •
skincare, beauty, and fragrance products that are open to a medium to high price ranger
Their website is also the largest North American store in terms of merchandise and sales
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According to InfoScout the average basket size is $60.66 and the average purchase cycle is every 48 days
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In 2006 they teamed up with JCPenny and started opening pop shops inside the department store and now they have shop’s in
Brand Issues/Opportunities
JCPenny’s nationwide
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Sephora’s biggest opportunity is to keep using technology to their advantage There will always be new desire for their customers to connect through technology wether it is using Pinterest, Instagram or Facebook
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Technology is always evolving as the next generation of shoppers grow they need to be able to evolve to meet their needs as consumers
Current Campaign and Media Used •
Sephora’s success is due to being able to reach out to their
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technolog, their Color IQ test helps to match you
customer •
Their major strength is their low-pressure open shelf environment.
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Their shoppers are encouraged to engage themselves with the
with the perfect foundation for your complexion •
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things beauty Their Sephora Beauty TIP Workshop is in store digital stations where clients can watch tutorials
You can enjoy the shopping experience, browse the store as you
on their favorite products, consult make- up artist,
please and not have the pressure of a sales person recommending
experiment with products and print out information of
certain brands or services to you •
clients choosing for certain gifts •
the product they are inquiring about
They have their Beauty Insider rewards program where clients collect points for every dollar spent and can be redeemed at the
They also receive a special birthday gift, get weekly emails, get certain deals and are always the first to hear about hot new trends
In 2015 they rolled out a new store concept that is geared toward teaching, inspiring and playing with all
Their self service environment makes it easier to shop without feeling pressured to buy anything
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It takes 10-15 minutes to take the test and recommends the best products for your skin
product, ask questions, apply the product and use the trained sales staff to assist when needed
They are also leading the way with new
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They are extremely innovative and dedicated to giving their target market a customized shopping experience that make their clients feel special and valued.
Competitor’s Overview •
Sephora’s biggest competitor is Ulta Beauty. Ulta Beauty is the largest beauty •
In 2015 they had a total sales increase of 21.1%.
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In 2015 they had significant sales increase and are expecting
retailer in the United States •
They have similar merchandise as Sephora, selling cosmetics, fragrance, to increase it even more in 2016, on their website they have a skincare, hair care products and they also offer salon services financial page that breaks down their fiscal year as well as
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They opened their doors 25 years ago and their motto is providing “All Things plan to increase sales the following year Beauty, All in One Place” •
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Although the two companies are very similar in merchandise
Ultra has had success by marketing “affordable indulgence” they are trying to appeal to two different customers
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They carry many of the same brands as ultra but they also sell a complete •
Sephora is geared toward the fashion forward customer who
selection of mass-market brands wants luxury whereas Ulta is geared more toward the fast •
They have products that are much more reasonable and do not intimidate their fashion customer and gives you beauty at a reasonable price target market from entering the store
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They also have a beauty rewards program where they offer many discounts and you can earn points that you can apply towards your purchases
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They are marketed more than Sephora is, you will see their ad’s in magazines, commercials and they send out weekly discounts in the newspaper
S W O T A n a l y s i s
Creative Brief / Strategy Creative Target Audience : •
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Focal Point : •
According to Sephora their current user is women or men
Sephora will be focusing on communicating the
20-40 years of age
brand as selling luxury goods that cater to its target
The clientele is attracted to Sephora value fashionable/
audience beauty want’s and needs by providing
quality skincare, beauty, and fragrance products that are
them with a no pressure luxury shopping
open to a medium to high price ranger
experience
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They shop at Nordstrom, Zara and H&M
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They are very active, social,confident and self sufficient
Brand Positioning Statment :
individuals • •
Their average purchase cycle is every 48 days
elaborating on the fact that their employees are their to help
shopper looking for quality and variety
and teach you as well, everyone can now learn to contour like
The campaign will persuade the consumer that Sephora’s product’s, service and advanced technology make them the future of the cosmetic industry and are incomparable to their competitors
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They will promote their comfortable environment while
The wide assortment of merchandise appeals to any
Objective : •
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It will create loyal customers from their first purchase and introduce them to their low pressure environment and show them a new way to shop for their beauty needs.
the Kardashians by asking for a fifteen minute lesson. Using social media such as Instagram, Twitter, Facebook and creating their own hashtags such as #VIBmakeover or #mysephora will help spread the idea and differentiate them from their competitors
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Concept One: Advertisement (for bus stops, mall signage and billboards)
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This would be an advertisement that would be at bus stops along the magnificent mile (near major shopping areas in large cities) or inside the malls on their advertisement stands or on billboards My idea is that they would use real people who have gotten mini makeovers at Sephora You would see a Sephora make-up artist doing someones make up, usually a look that is more than half way done, so you can see the almost finished look You would see the Sephroa logo and VIB Beauty Insider Logo and it would have the address of the closest Sephora and would talk about one of the perks of becoming a VIB member and list the nearest store .No purchase Necessary with the hashtag for the service it is advertising. Example: #VIBminimakeover These ad’s will encourage new or current Sephora users to become a VIB Beauty Insider so that can receive all of the great benefits Sephora has to offer
Advertising Campaign
Social Media Campaign •
For my Sephora social media campaign I chose to create #VIBminimakeover that will be used on Instagram for Sephora VIB members and Sephora Make up artist to use so that they can show the benefits of being a Sephora VIB member and the talent of the Sephora Make Up artist. When you receive one of the Mini makeovers and post on Instagram using the hashtag then you will receive a 10% off of your purchase. (Only good same day as receiving your VIB mini makeover)
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I chose to use Instagram because you could upload photos or videos of getting your makeover,plus looking at Sephora’s Instagram I feel as though they don’t advertise their services they offer and by showing their customers using the service and reposting on their Instagram I felt as though this would be an awesome advertising platform for them It not only is advertising for the company but the customer also get’s benefits for posting on their Instagram!
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Their target audience is 20-40 years of age which is perfect for Instagram. I think that the hashtags are great for this campaign and for sharing the services that Sephora offers It will show the work of the make up artist as well as showing the benefits of being a VIB member Instagram also fits the lifestyle of Sephora’s target audience, someone who is fashionable and enjoy’s luxury goods They follow all their favorite fashion brands including Sephora to stay up to date on all the latest trends. Using the hashtag will help get the brand and the VIB program more attention.