Personal Assignment

Oliva Moeller
Fadi Helwanji
CMM304A
28 September 2024
The Business and Professional Communication of Sephora
Sephora is one of the most widely known and professional cosmetic businesses
in the beauty supply industry. Their business was founded in 1969 and over the last 50
years, it has grown exponentially to over 3,000 stores and 52,000 employees globally.
There are many reasons why this business has been successful and will continue to
thrive. Today, I’d like to explore the professional communication between employees
and customers and the techniques utilized by Sephora. First, in terms of verbal and
nonverbal communication, then I will look at their interpersonal communication and
business and professional writing, and finally analyze their informative and persuasive
approaches.
In terms of verbal and nonverbal communication, employees verbally greet you
when you enter the store asking how you are and welcoming you in. Nonverbally they
will make eye contact and use welcoming body language like a smile before and or
while engaging verbally in conversation and turning or walking towards the door to greet
customers. If requested by the customer, the employees will share information on a
range of products and services they provide in-store and can also make
recommendations to customers by asking a series of questions or testing product colors
on you to help find a product that works for you as an individual.

Since the store is makeup, skincare, and hair the makeup creates a completely
cohesive clean look for all their employees. The whole company conveys professional
nonverbal communication physically, they wear a black uniform since Seopora’s
promotional colors are black and white with the store name visible on the front and
back. Along with this color coordination and brand representation, there is status,
ground-level employees wear the provided store brand shirt, and managers may wear
black blazers or vests upper management and corporate are permitted to wear their
normal attire as they are not usually interacting with customers in person. Store
employees are also required to be wearing at least three visible skincare and or makeup
products while working, and it is recommended that they wear products that are carried
by Sephora. This contributes to both verbal and nonverbal professional communication.
Nonverbally, customers come in looking for makeup and skincare items and they can
visibly see the workers using or wearing the products; they see that not only are the
employees experienced in working with and selling the products but also using them.
Verbally, when employees are speaking to customers they can make recommendations
and sales they can tell customers where in the store they can find the same color,
shade, product, etc. look on the skin versus in the package.
In terms of Business & Professional Writing Sephora like many other companies
has an active website with over 24 million visits a month. Sephora employs effective
writing in its marketing and customer involvement strategies through Product
descriptions on its website. Detailed, engaging product descriptions on in-store
materials and how to navigate the website itself, this is one of the most common writing
techniques used to share information and help customers understand the benefits and
uses of products. This also influences purchasing decisions because compelling writing
can enhance product appeal, leading to higher sales rates. Well-crafted posts on
platforms like Instagram and Facebook share user-generated content, beauty tips, and
brand stories, creating a community around the brand. Overall engaging blog posts and
articles about beauty trends, tutorials, and skincare tips position Sephora as an
authority in the industry.
Interpersonal communication in Sephora stores between customers and
employees at the ground level seems causal, most of the time when I’m in the store I
notice many of the employees are around my age. So we have conversations or one will
compliment the other. Sephora also permits its customers to fill out professionally
designed feedback forms and follow-up emails to solicit customer opinions about their
shopping experiences. While this ties into writing it’s important to note that when
customers are giving feedback and feel heard the company will start to gain customer
loyalty by listening to them and changing or accommodating the customer. Active
Listening is an interpersonal communication technique used by employees who actively
listen to customers' needs and preferences, asking questions to understand their beauty
goals and challenges while trying to make a product recommendation. Based on the
information gathered, employees provide personalized product suggestions, making the
shopping experience feel customized and attentive. Personalized interactions lead to
higher customer satisfaction as customers feel valued and understood. Tailored
recommendations often result in increased sales, as customers are more likely to
purchase products that meet their specific needs.

Sephora effectively combines informative and persuasive communication to enhance
the customer experience and drive sales. They provide detailed product descriptions,
engaging tutorials, and personalized consultations, empowering customers with the
knowledge they need to make informed decisions. Additionally, their Beauty Insider
program and sampling initiatives help customers feel more connected and confident in
their choices, fostering trust and loyalty.
On the persuasive side, Sephora uses tailored recommendations based on customer
preferences and emotional storytelling to create strong connections. Limited-time offers
and exclusive product launches create a sense of urgency that encourages customers
to act quickly. By blending education with motivation, Sephora not only enhances
customer satisfaction but also builds lasting relationships, contributing to the brand's
ongoing success in the beauty industry.
In conclusion, Sephora’s success comes from its strong communication
strategies. The friendly greetings and body language from employees create a
welcoming atmosphere. By focusing on interpersonal communication, Sephora provides
personalized experiences that boost customer satisfaction and loyalty. Their clear
product descriptions and helpful content educate customers and guide their buying
decisions. By mixing informative and persuasive approaches, Sephora informs and
empowers its customers and builds lasting relationships. All of these aspects of
business and professional communication that we have discussed in class are present
in this company and only a fraction of what contributes to the company's success in the
beauty industry.

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Oliva Moeller

The Business and Professional Communication of Sephora

nonverbal communication, then I will look at their interpersonal communication and

In terms of verbal and nonverbal communication, employees verbally greet you

customers. If requested by the customer, the employees will share information on a

recommendations to customers by asking a series of questions or testing product colors

on you to help find a product that works for you as an individual.

nonverbal communication physically, they wear a black uniform since Seopora’s

by Sephora. This contributes to both verbal and nonverbal professional communication.

shade, product, etc. look on the skin versus in the package.

writing in its marketing and customer involvement strategies through Product

descriptions on its website. Detailed, engaging product descriptions on in-store

authority in the industry.

Interpersonal communication in Sephora stores between customers and

loyalty by listening to them and changing or accommodating the customer. Active

Listening is an interpersonal communication technique used by employees who actively

information gathered, employees provide personalized product suggestions, making the

shopping experience feel customized and attentive. Personalized interactions lead to

higher customer satisfaction as customers feel valued and understood. Tailored

recommendations often result in increased sales, as customers are more likely to

purchase products that meet their specific needs.

engaging tutorials, and personalized consultations, empowering customers with the

their choices, fostering trust and loyalty.

On the persuasive side, Sephora uses tailored recommendations based on customer

preferences and emotional storytelling to create strong connections. Limited-time offers

ongoing success in the beauty industry.

In conclusion, Sephora’s success comes from its strong communication

welcoming atmosphere. By focusing on interpersonal communication, Sephora provides

decisions. By mixing informative and persuasive approaches, Sephora informs and

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