SEPHORA

Observations, Insights, and Hidden Opportunities

By Terri K.

WELCOME

WHAT IS SEPHORA?

Sephora is centered around the concept of

experimentation, where customers are encouraged

to immerse themselves in the products – in this case,

makeup. • Customers can experience with many different types

and brands of makeup, perfumes, nail polish, and other beauty-related products.

• Employees are available for beauty consultations as well as makeovers.

MAKEUP DREAMS

WHAT I DISCOVERED

Before, I didn’t realize the many different

strategies in place in the store that promoted

experimentation:• Open Door w/ Employee greeting > Welcomes all

customers• Makeup Stations (Mirror, Disposable Makeup Tools,

Makeup Remover) dispersed frequently throughout the store

• Bright lights mimicking makeup stations at customer homes

• Organized by brands and categories for easy browsing

• Customers usually shop in groups, which places Sephora as a social store where friends can “hang out”

THE BIGGEST SURPRISES

Every corner of the store is surrounded by beauty products – there

is only enough space for walking through or making a purchase.

All makeup is arranged by first brand, then type (blush, lipstick,

eyeliner, etc.), then color (lights to darks, pinks to reds, etc.),

making it easy to find what the customer is looking for.

The store has two distinct sections – the main area where the

makeup is has high ceilings; the back area where the hair and

skincare products lie (products that can’t be sampled) is dimly lit

and has low ceilings.

HIDDEN OPPORTUNITIES

While Sephora does a good job organizing their products for

easy access, to make their products more accessible, they could

create signs that customers could see while walking in the store

that point to the brand they are searching for. As Sephora has

many stores that have different layouts – Ex: A certain brand can

be in one part of the store in one Sephora and in a completely

different part of the store in another Sephora – when a customer

visits a Sephora they aren’t familiar with, they may have trouble

finding the brand they want.

HIDDEN OPPORTUNITIES

Sephora employees can offer customers makeup

consultations and makeovers; however, customers may feel

guilty asking for these makeovers. Interestingly though, the

customers who receive makeovers are more inclined to

purchase at least one the products the makeup artist used on

them. Sephora should make it more known that their

makeovers are complimentary and welcomed by employees,

so customers feel less burdened when asking for a makeover.