Sephora: legend of beauty
Sephora is a world famous chain cosmetic store. It was established in 1969 in Limoges(里摩日) France. The name “Sephora” comes from Moses of the Holy Bible, a beautiful, wise, brave and generous young man, standing for elegance, joy, and freedom. Moses’ ideals match perfectly with the operational strategy of the company. When Sephora was initially founded, people could only buy cosmetics at the desks of department stores. Mr. Dominique Mandonnaud, the founder, did not like this and designed a new method to serve his customers that allowed them to be free to look around, to consume, and to explore beauty. This was welcomed by customers and in year 1997, it was acquired by the world’s No.1 luxury brand company LVMH. Now, it has stores in 21 different countries.
Sephora’s Development History in China
Sephora first explored the Chinese market in April, 2005, when it opened its first brand shop in Shanghai(上海). The interior design and decorations of its stores are all made according to the newest global standard. The interior arrangement of its stores is always changing to meet the latest trends. However, the goods sold in China are not simultaneously sold in European shops, and there are also products that are unique to China such as SkinVital, Fusion Beauty, and For Beloved One.
Sephora’s ambitious exploration of China’s market now has effect. Up to now, it has over 70 shops in 20 big cities like Beijing(北京), Chongqing(重庆), Tianjin(天津), and those in the Pearl River Delta(珠三角).
Today, e-commerce in China is developing very rapidly. Sephora is looking to take advantage of this trend, and created an official website for online shoppers in China. Compared to the prices in its retail stores, prices of the same goods on the online store are often lower and there are occasionally additional discounts for online shoppers. The classification of goods on the website is clear and easy to understand, and customers can see comments and reviews of products from previous customers
Sephora in China: key to success
The key to Sephora’s success in China is its attitude to provide customers with the best service. The size of its target market is not great, but it receives almost 100% praise and approval from its customers. The shops are highly professionalized and people are comfortable knowing that they are going to receive a quality product if they make a purchase. Also, it provides free beauty advisory services to customers.