International Marketing MGT382

Case study on “Sephora in USA”

Instructor: Shadman Sahir Ahmed, SSA1

Section 5

Group 4

Group members ID

Subah Salam 2012269630

Rubiya Jannat Aritri 2014124630

Salman Ahmed 2011645030

Iftikhar Mahmud 2012840630

Mohammed Alvi 2112332630

Taraf Mahabub 2013240630

The assigned company for this group report is Sephora, and the country is the United States. Sephora is
a global destination for all beauty and skincare items. It captivates beauty enthusiasts with its unparallel
product line. Sephora has revolutionized the way people explore and celebrate beauty. It offers a
seamless and immersive beauty shopping experience worldwide through stores and online platforms
(Forbes, 2023). This report will first give a detailed overview of Sephora, including the company's target
market, turnover and sales, product price, and market value. Then it will conduct a situational analysis of
the United States, including a business environment and competitor analysis. Then it will discuss the
marketing strategy (TSP framework), marketing mix, and tactics. The marketing mix section will describe
the product, place, price, and promotion strategy. Lastly, it will discuss entry-mode strategies in the USA
and other foreign markets.

Sephora is a well-known French multinational retailer of beauty products. Showcasing a range of

cosmetics to pamper one's features, hair, body, and aroma in both areas, it has offerings to suit every
individual. Sephora originates from France, where Dominique Mandonnaud opened its first store in
Limoges in 1969 (Forbes, 2023). However, the beauty retailer opened its gates in the United States, in
New York City, in 1998. A dazzling array of cosmetics, from cult favorites and the hottest new items to
up-and-coming brands at the peak of discovery, is sold at Sephora. They offer face, eye, lip, and nail
products for cosmetic items. Despite the nuanced formulations of skincare products from the focused
range, including serums, cleansers, moisturizers, toners, and masks, the company supplies a luxurious
range of skincare products. It also sells beauty accessories such as brushes, tools, and applicators.
Sephora sets itself apart from its competitors by providing customized beauty services such as the
opportunity to do in-store makeup trials, personalized consultations, and beauty classes to help
customers and position the brand in their minds.

Sephora has a diverse group of customers. Not only individuals seeking cosmetics for personal use
comprise their customer base. However, also comprising it are beauty enthusiasts and makeup artists
honing their craft. The beauty industry targets men and women interested in exploring the beauty
world. Though predominantly targeting those with rich tastes, their goods, while certainly of the finest
craft and with price tags to match, offer unparalleled quality. With significant variation, the cost of any
given item depends heavily upon its classification, make, and formula. Although widely known for its
prestige, Sephora nevertheless offers a range of goods tailored to suit customers of all means. Although
the prices of cosmetics vary depending upon the specific product, an assortment of beauty aids with
diverse functions generally retail from $10 to $50, and occasionally certain high-end items may demand
a premium exceeding that range (Forbes, 2023). Skincare essentials like basic cleansers and moisturizers,
despite appearing rather elemental, can nevertheless routinely amount to a sizable price of up to $100.
With various hair care products priced at different levels, Sephora provides options across budgets.
These are based on both the prestige and volume of each particular brand.

Sephora is a significant player in the beauty retail industry in the United States. The brand has prestige,
widespread popularity, and extensive product offerings. Sephora has a significant presence in the United
States. As of 2022, Sephora has 400 stores across the United States. The company employs many
employees in its various locations, distribution centers, and offices. The exact number is still unknown,
but it can be said that ten thousand workers serve Sephora customers daily. Sephora has a substantial
market presence in the United States. As per the Statista brand profile of Sephora, 21% of beauty item
purchasers shop at Sephora (Statista, 2023). Behind the success are exclusive brand collaborations, an
extensive product range, and a focus on customer experience. Sephora earns $10 billion annually in the
United States (Zippia, 2021). For this reason, the beauty retailer company is considered one of the
leading beauty retailers in the world.

The USA is the third most popular country in the world. They have a population of 336,671,437. And the
growth rate is 0.4% at the moment. The population of the USA is expected to be 340,399,601 and
349,641,876 in the years 2025 and 2030, consequently (Worldometer., n.d.). Most of the population
falls under the age segment of 18-44 years old, and 22.2% of the population falls under the age group
below 18 years (Congressional Budget Office.,2023). The number of female populations in the USA has
been more than males, and this rate has been steady throughout the ages (Statista, 2022).

Scenario analysis is done to forecast and understand the external conditions of a country. The PESTEL
framework is an essential and effective tool for analyzing the external business condition of a country
(America et al., n.d.). A company or a firm does not have any control over the external environment but
to make adaptions. Similarly, Sephora USA does this PESTEL analysis or any other scenario analysis to
make adaptative strategic decisions for the changing external environment of the USA and stay
competitive in the market. The PESTEL analysis of the USA is done below:

The USA is the largest democratic country in the world. They have a federal republic system based on
representative democracy. The USA has a very stable political condition which encourages many
multinational companies to expand their business in the USA. They also advocate and promote
democracy around the world. Since the democratic party came into power in 2021, the business
situation of operating in the USA has gotten more beneficial for numerous enterprises
(Santandertrade.com., n.d.). So, Sephora is safe in terms of political situations. The USA has the most
excellent economy in the world ahead of China. However, following the Covid-19 scenario, the GDP of
the USA has suffered a decrease tendency for various causes like the pandemic, growing inequality, and
outmoded infrastructure. The buying power of its population has also diminished throughout this era.
However, the economy of the USA has begun to recover from the recession of the downward trend for
the measures made by FED (Santandertrade.com., n.d.). Considering the recession or the negative trend
in the economic cycle, the sale of Sephora might fall in the US market.

The USA has the third most significant population in the world. They have a tremendously varied culture
for different ethnic groupings and racial origins. They are also a very well-educated nation. Some of the
world's most prominent universities are based there. The citizens of the USA enjoy an outstanding living
level, and their fundamental rights are guaranteed. However, the negatives of the USA include the high
violence and crime owing to poor law and order (The United States In-depth PESTLE insights, 2021). Due
to its varied culture, Sephora has to properly categorize its consumers and target them.

The USA is the worldwide leader in terms of science and technical progress. The citizens of the USA are
captivated by new technology and embrace such technologies quicker. The pace of technical innovation
in the USA is fast compared to other parts of the globe. So, like many of its rivals are doing, Sephora may
connect itself with new technologies for its marketing as augmented reality, gamification, etc.

The USA has a widely diverse terrain and climate, which draws travelers from throughout the globe. The
climate of the USA is warm in the southern half and frigid in the northern sections. The infrastructure of
the USA is likewise incredibly well-planned and managed. Nevertheless, they have been prone to natural
calamities for eons (The United States In-depth PESTLE insights, 2021). Sephora, a worldwide brand,
draws visitors to the USA and enhances its revenue.

The USA boasts one of the world's most robust and efficient legal systems for its powerful and
trustworthy police force. All the firms operating in the USA must obey several federal and state
restrictions. USA laws are inconsistent in every state; every state has various laws and practices.
Furthermore, this causes the firms to require aid functioning in several states. Therefore, Sephora has to
research and go through the specific state legislation of every state. In the cosmetics sector, Sephora,
a well-known beauty shop in the USA, confronts fierce competition. These consumers of both
high-end and affordable beauty products, in addition to services, constitute an intimidating
competitor with a multifaceted fusion of skincare and cosmetic offered to consumers through
both a digital platform and a traditional store.

While pioneering avant-garde makeup artistry and skincare science, MAC Cosmetics'
intimidating presence poses an intimidating challenge to competitors. With an array of most
wanted beauty products, MAC cultivates an enthusiastic clientele fond of its diverse offerings.
Department shops with established client loyalty, such as Nordstrom and Macy's, that also offer
a range of cosmetics products compete with Sephora. To attract consumers, these stores often
provide customized services and unique benefits.

To remain competitive, Sephora emphasizes its distinctive qualities, such as its Beauty Insider
reward program, unique brand partnerships, and a large selection of premium and niche beauty
products. To sustain a position of leadership within America's vigorously contested commercial
sector, the cosmetics retail market, the company needs the constant product and technological
innovation, an engaging online user experience, and superb customer care.

Sephora is a famous multinational retailer specializing in beauty and cosmetics and operates in
many countries. Sephora's marketing techniques in the United States and compare them to their
methods in other regions to gauge their effectiveness with the TSP (Target, Segment, Position)
framework. Sephora's main clientele in the United States is females between 18 and 35 interested
in beauty and makeup. The company focuses on providing personalized experiences to
millennials and Gen Z, greatly influenced by social media. Sephora has also acknowledged the
rising interest in beauty products among multiple consumer groups, such as men and older
adults, and has adjusted its target audience accordingly. Sephora is classified into different
segments, considering demographics, psychographics, and behavioral patterns. The company
recognizes the importance of catering to different consumer needs and preferences. In the USA,
Sephora offers a wide range of products catering to diverse skin tones, hair types, and beauty
concerns. They have also introduced exclusive collaborations with influencers and celebrities to
appeal to specific segments. Sephora is a one-stop destination for all beauty and skincare needs,
providing a unique and immersive shopping experience. The brand is associated with expertise,
innovation, and a vast product selection. Sephora's stores are designed to offer a high-touch,
interactive environment, allowing customers to test products, receive personalized advice, and
explore the latest trends. Furthermore, Sephora positions itself as a brand that values inclusivity
and diversity, promoting self-expression and empowerment. Sephora has a product strategy
centered around providing a diverse range of beauty items. These include makeup, skincare,
fragrance, haircare, and beauty tools. Quality, innovation, and exclusivity are top priorities for
the company, which achieves these objectives by collaborating with prestigious brands and
showcasing limited-edition collections. In addition, Sephora provides personalized beauty
services, such as makeup consultations and beauty workshops, to enhance customer engagement.
Sephora follows a premium pricing strategy in the USA, positioning itself as a high-quality and
luxury beauty product provider. The company offers a range of price points to cater to different
customer segments, from affordable options to luxury brands. Sephora also runs periodic
promotions and loyalty programs, offering discounts to attract price-conscious customers.
Sephora utilizes various promotional channels and tactics to create brand awareness and engage
customers. The company invests in digital marketing, social media campaigns, influencer
collaborations, and content creation to reach its target audience effectively. Sephora also utilizes
traditional marketing channels such as television advertisements, print media, and in-store events
to reinforce its brand image. Sephora has a vast network of physical stores spread throughout the
United States, with strategic placements in busy areas and shopping centers. The company's
online shopping platform provides customers a convenient and seamless experience. Sephora's
approach to shopping across multiple channels enables users to view products, receive tailored
recommendations, and make purchases through various touchpoints.

Sephora adopts different expansion strategies in international markets. They enter into
partnerships or joint ventures with local retailers or beauty brands to gain insights into the local
market, leverage established distribution networks, and overcome cultural barriers. Sephora
understands the importance of adapting to local preferences and cultural nuances. They tailor
their product offerings, store layouts, and marketing campaigns to cater to the specific needs and
tastes of customers in each country. Sephora emphasizes a seamless omnichannel experience for
its international customers. They integrate their physical stores with online platforms, allowing
customers to shop across multiple channels, access product information, read reviews, and
participate in loyalty programs. Sephora collaborates with local influencers and beauty experts in
different countries to create localized content, provide beauty tips, and showcase their products.
This strategy helps them connect with the target market and build credibility within each region.
Sephora adapts its marketing strategies to suit different countries' cultural nuances and consumer
preferences. For instance, in Asian markets such as China, Sephora emphasizes skin care
products and offers in-store beauty services to cater to local beauty rituals and preferences. In
Europe, Sephora focuses on premium product offerings and collaborations with high-end fashion
brands to align with the region's luxury market.

The French brand Sephora targets young women from the middle and upper-middle social
classes as their target consumers in the US. The brand caters to a broad demographic segment
which includes millennials and Gen Z, as well as older consumers. While the target market is
young women, Sephora offers products for men as well. Mainly the group of people that cares
about lifestyle and status. The brand opened stores mostly in relatively busier places, streets on
which many people walk by so that they can attract consumers. Based on this information, it is
evident that Sephora divided the market into demographic, psychographic, and geographic
segments. Besides, Sephora targets beauty enthusiasts and high-income shoppers.

Sephora first entered America in 1998. The brand opened up a store in New York City. The
brand entered the USA using licensing strategy. Later, it captured the market by entering the
country's acquisition strategy, where another company, LVMH, widely popular as Moet
Hennessy Louis Vuitton, took control of the brand. The acquisition is usually made to expand
business in foreign countries. In this case, Sephora went for acquiesced by Louis Vuitton for
their expansion in the United States.

Sephora positioned itself in the market as luxury or premium. The brand focuses on exclusivity
as quality and a premium pricing point. It targets a niche market; tailors’ products for a specific
segment of the consumer base. Sephora also focuses on brand image positioning by creating
brand personality and lifestyle.

Sephora has a comprehensive line of products. Sephora produces makeup, skincare products,
fragrances, hair care products, bath and body, men's grooming, etcetera. Makeup is the most
significant product line of the brand. They are famous for makeup products worldwide, including
in the US.

Sephora follows a premium pricing strategy all around the world. It positions itself as a higher-
end retailer. This pricing strategy helps the company maintain its brand reputation and quality.

Sephora uses IMC tools like advertising, sales promotion, and social media for their promotion.
Especially the brand maintains a strong online presence where they promote its products.

Sephora has over a thousand physical and online stores around the US. They have stores in many
states and many cities around the country. Sephora has around 14,000 employees all over the
United States. Since Sephora operates from the US now, it has a comprehensive hierarchy of
employees in the countries, from the CEO to sales executives. Sephora promotes sustainability
by reusing products for the packaging of many of its products. It helps the brand create a positive
image by fulfilling social responsibility. The processing part includes a wide range of
responsibilities for Sephora. In other words, Sephora in the US operates and maintains order
processing, service, internal operations, and service recovery.

The USA is a country of cultural diversity. People from every corner of the world reside in the
country, automatically opening up an advantage for Sephora. Being present in a multicultural
country opens up the opportunity to tap into a bigger market where people from different
cultures and tastes are present. Apart from that, a market growth opportunity is one of the most
significant advantages for Sephora operating internationally. International operations allow them
to tap into new markets and reach a more expanded consumer base. It allows Sephora to grow
revenue and create diversification among the markets. Another advantage for Sephora is its
global brand recognition. Sephora, an international brand, has set up stores in many locations. It
allows the brand to bring up itself as a leading beauty retailer around the world.

Sephora has its advantages operating in the US but also faces challenges that come with the
competition. An uncountable number of brands are already established in the country, starting
from the low-end to the high-end. Hence there is increased competition for Sephora. Entering the
market in the USA exposes the brand to intense competition from local and global players. It will
be required for Sephora to differentiate the brand, adapt to local market dynamics and maintain
its competitive edge. Additionally, cross-border operations create supply chain complexity,
transportation challenges, and logistic issues.

Despite being a French company, Sephora is most successful in the United States. 74.87% of its
market share is in the USA. The reason behind it is the diversified product offering in the market.
On top of that, the market in the country offers a range of consumers from different cultures
willing to spend on lifestyle and skincare products.

In contrast, Sephora in Japan has yet to be successful. The main reason behind the failure is the
misunderstanding of culture. Japanese consumers are used to receiving assistance from
specialists in makeup shops. Sephora has a global strategy of assisted self-service, which they
tried to tap into the Japanese market. Also, Sephora uses black and white color as a theme.
Nevertheless, in Japanese culture, these colors are linked to death. It is a possible reason behind
the brand being unsuccessful in the country.

Sephora is a specialized skincare and beauty company that primarily caters to young women,
specifically outgoing individuals from the middle-class to upper-class demographics. With an
extensive product range of over 15,000 items, Sephora offers various cosmetics, including lip
gloss, eyeliner, fragrances, makeup kits, and skincare and hair care products. While iconic brands
such as Lancome and Clinique are featured in Sephora's selection, newer brands like Urban
Decay have also gained popularity.

In addition to tangible products, Sephora provides various free services to enhance the customer
experience. One of these is the Cosmetics Insider program, a membership-based initiative to
raise awareness of Sephora's products and generate positive word-of-mouth. Members can access
discounted prices on items, and engagement is fostered through activities and competitions on
the Beauty Talk platform, which encourages customer interaction.

Sephora's in-store services include makeup tutorials, allowing customers to learn new techniques
and experiment with different products. The brand has also strengthened its online presence
through strategic partnerships and acquisitions, positioning itself well in the digital market.

Overall, Sephora offers a diverse range of beauty products and services, targeting young women
in the middle to upper-class brackets. Through its extensive product range, iconic and emerging
brands, and customer-centric initiatives, Sephora strives to provide a premium and engaging
beauty shopping experience. The self-owned Sephora locations are renowned for their creative
and eye-catching decor. The layout of the products is like that of a supermarket, making it
convenient for customers to obtain them. The store interiors are meticulously furnished with a
nightclub feel to appeal to the intended market. Products from Sephora are accessible on retail
websites like Amazon and its channels. The company has a significant international presence and
conducts business in several essential nations, including the USA, Australia, Indonesia,
Malaysia, and others. Sephora's location distribution strategy emphasizes its imaginatively
created self-owned storefronts, strategic alliances with JC Penney, a digital presence through
Sephora.com, and accessibility on other retail platforms, assuring broad access to its products for
customers worldwide.

With 300 sub-brands and a wide range of price points, Sephora offers a broad selection of
product lines. Offering mass-market collections and distinctive high-end products is the
cornerstone of its pricing strategy to satisfy clients with various spending limits and aesthetic
preferences. Sephora's competitive advantage is the capacity to offer cheap pricing, made
possible by effective operational procedures and low overhead costs. The business can increase
its margins through operational optimization, which it can use to entice merchants and support its
marketing campaigns.

Sephora extends reduced offers through its Beauty Insider program to bolster its price approach
further. Customers can register for this loyalty program, browse the product options, and accrue
rewards and discounts. By utilizing this technique, Sephora promotes client loyalty and repeat
business. Additionally, Sephora uses gifts and reward points in its pricing management
strategies. Customers who make purchases can accrue reward points, which can be exchanged
for unique presents or deals on subsequent purchases. This strategy increases perceived value
while also improving consumer involvement. It carefully takes market trends into account while
deciding on its price strategy. The brand can alter its pricing to be competitive and desirable in
the marketplace by focusing on market trends and consumer preferences.

For online sales, Sephora makes use of a unique tool called "Pinterest," which lets users "pin"
and "share" their preferred goods and colors to increase visibility and draw in new customers.
This mixes word-of-mouth advertising and web reach. Sephora uses an effort strategy for
advertising and marketing because it is a luxury company. The company focuses on enticing
customers with strategies, including in-store seminars, guidelines, sponsorships, and offering free
samples rather than relentlessly pushing for sales. Customers are more likely to invest when
samples of the products are available in-store for them to try out. In addition to becoming
popular among women, Sephora has developed a strong brand image over time. It now uses its
name and labeling for advertising its subsidiary products.

Sephora has employed several entrance techniques to penetrate different countries throughout the
globe. Here are some examples of entrance modes implemented by Sephora in various markets:

Sephora commonly builds company-owned shops as its primary entrance mechanism. In this
method, Sephora invests in building and running its retail shops in the target market. These shops
provide a broad choice of beauty goods, cosmetics, and skincare items. For instance, Sephora has
company-owned shops in countries including the United States, France, Canada, and China.

Sephora has also employed franchising as an entrance strategy in some areas. Franchising entails
offering the rights to local entrepreneurs or corporate organizations to run Sephora shops under
the company's established brand and business strategy. Franchisees benefit from the brand
familiarity and assistance given by Sephora. An example of Sephora's usage of franchising is
found in places like India, where Sephora has worked with local franchisees to build outlets.
Another example: Sephora has teamed with Arvind Lifestyle Brands to run franchised Sephora
shops in India (Pathak, 2015). Franchising enables Sephora to use local knowledge and
investments while increasing its reach.

Sephora has harnessed the potential of e-commerce to enter areas where physical shops may
need to be more practical or as a complementary entry strategy alongside brick-and-mortar
locations. Through its online platform, Sephora offers a large assortment of items and delivers a
pleasant shopping experience for consumers. Online shopping enables Sephora to reach clients in
multiple regions without requiring a physical store presence. This entrance technique has been
adopted in markets worldwide, helping Sephora to create a global online presence.

Sephora has developed partnerships and alliances with other businesses or corporations to
enhance its footprint in particular areas. These relationships enable Sephora to tap into its
partners' existing consumer base and distribution networks. An example is Sephora's cooperation
with JCPenney in the United States, where Sephora maintains mini-stores inside JCPenney
department stores, offering a more extensive reach to consumers (J.C. Penney teams up with
Sephora, 2006). Sephora leverages the shop-in-shop idea as an entrance mechanism in certain
regions. This entails cooperating with current merchants or department stores to build specific
Sephora sections on their premises. Sephora's goods are shown and sold inside these designated
locations, enabling consumers to experience the brand without needing independent storefronts.
This entrance strategy has been used in areas like Australia, where Sephora operates inside
department shops like Myer. This entry strategy resulted in a massive success as Sephora
Australia now has three flagship stores at Pitt Street Mall Sydney, Chadstone Shopping Centre,
and Melbourne Central, alongside 20 store locations.

It is crucial to note that Sephora's specific entrance option may vary depending on variables such
as market circumstances, legislative restrictions, and the amount of brand awareness in a
particular region. Sephora utilizes a flexible strategy, modifying its entrance technique to enter
and develop its presence in varied areas globally efficiently.

Sephora employs a mix of entry modes, including consistent ones and variations, based on
several factors. Here are some reasons why Sephora may choose to use the same entry mode or
different entry modes in different countries:

Sephora considers the unique market conditions of each country when selecting entry modes.
Consumer preferences, competition, retail infrastructure, and regulatory environment vary
significantly. Sephora may use different entry modes to adapt to these conditions and maximize
its chances of success. For example, company-owned stores may be preferred in countries with
well-established retail infrastructure, while online retailing may be emphasized in markets with a
strong e-commerce presence.

Sephora's brand recognition varies across countries. In markets where the Sephora brand is well-
established and has a solid customer base, the company may opt for consistent entry modes like
company-owned stores to maintain brand consistency and control over operations. In contrast, in
markets with lower brand awareness, Sephora might choose different entry modes, such as
franchising or partnerships, to leverage local expertise and distribution networks.
Each country has its own regulations and compliance requirements governing retail operations,
franchising, online commerce, and other aspects. Sephora selects entry modes that align with
these regulations and ensures legal compliance. This may result in different entry modes being
used across countries to accommodate local regulations and market-specific requirements.

Entry modes have associated costs and risks. For example, establishing company-owned stores
requires substantial investments in real estate, infrastructure, and staffing. Sephora may select
different entry modes based on the market entry costs and risks involved. Franchising or
partnerships can be a cost-effective way to expand into new markets while sharing investment
burdens and risks with local partners.

Sephora may choose different entry modes based on suitable partners' availability and market
expertise. Collaborating with local partners through franchising, alliances, or shop-in-shop
arrangements allows Sephora to leverage its existing networks, knowledge of local consumer
preferences, and distribution channels.

By adopting a flexible approach to entry modes, Sephora can tailor its market entry strategy to
maximize market penetration, brand recognition, compliance with local regulations, and cost-
effectiveness. A comprehensive analysis of market factors, business objectives, and the potential
for successful expansion in each country drives the selection of entry modes.
 Table of contribution:

No. Name ID Contribution

1 Subah Salam 2012269630 Introduction, Brief overview of the company,

its main products, target country, main target
markets.

2 Rubiya Jannat Aritri 2014124630 Product, branding strategy, place, price

strategy, promotion strategy

3 Salman Ahmed 2011645030 Market entry mode strategy

4 Iftikhar Mahmud 2012840630 Target market, positioning, marketing mix

5 Mohammed Alvi 2112332630 Marketing strategy (TSP framework)

6 Taraf Mahabub 2013240630 Compilation, demographics, Situation

analysis, PESTLE, referencing
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