Sephora
Sephora
Sephora
Background:
Products:
High end makeup
Skincare
Body lotions
Fragrances
Haircare
Beauty tools & brushes
Bath & body
Segmentation:
“Market segmentation is a marketing notion where a company bifurcates its market
audience into smaller subgroups of like-minded individuals.” (Bdc, 2021)
There are 4 different segmentation types: Demographic, geographic, behavioral, and
psychographic
Demographic refers to qualitative data about a group of people.
Sephora uses demographic segmentation by targeting mostly women. On its official website,
there are dozens of products and only a separate link for men’s items, which consists of only hair
products. The company divides its audience based on age groups consisting of 18-24, 25-34, 35-
49, and 50 and above. Other than that, their target audience is mainly middle – high income and
upper-class women, this is due to the high-end brand sold at the store. (Samuely, 2022)
Target strategies:
Elementally, a targeting strategy includes assessing each segments fascination and deciding on a
segment based on it. Other than that, the company decides based on which segment which
segment will bring them the most profit. (Langford, 2022). There are 3 main strategies used:
Differentiated, undifferentiated, and concentrated.
In terms of their targeting strategy, Sephora concentrates on the differentiated strategy. It
creatively divides the target market into smaller segments. The company tends to attract women
who are of higher income, who value quality and are eager to pay despite the price. Also, young
millennials who are not explicitly faithful to a certain brand, those who care about their
appearance while persistently keeping an eye on the upcoming beauty trends. They “offer their
customers and affiliate partners the largest and most diverse selection of beauty products”. (
Positioning strategies:
The positioning strategy is a strategic process referring to how a brand wants its portrayal
to be perceived by the costumer’s consciousness. The company decides to excel in one or
two main areas.
Today, Sephora is perceived as a prestigious, powerful beauty existence in countries worldwide.
In terms of sales, it is the No. 1 professional beauty retailer. This is due to its unique assortment
of cachet products in every section, equitable assistance from its experts, and constantly
enlarging the array of methods that clients can shop by. Sephora uses their positioning strategy
based on quality, this is to create a desire, so customers want the product regardless of the price.
(Sephora, 2019).