Ch.1 Overview of Marketing (Brief History and Mission Statement)
Brief History of Sephora
Sephora is the most successful chain of perfume
and cosmetics store in France. It is also known and loved by diverse men and women all around the
world. Sephora was founded by Dominique Mandonnaud in
1970 with her vision of putting a futuristic spin on the cosmetic retail
business. Sephora introspective take on beauty retail makes knowledge
of beauty accessible to their clientele. Sephora developed
"Science of Sephora." This program ensures that their representatives
are trained to identify skin types, have knowledge of skin physiology, the
history of makeup, application techniques, the science of creating fragrances.
Sephora developed their own cosmetic label and in addition carries higher
end emerging brands across
a broad range of product categories including skincare, color, fragrance, body,
smilecare, and haircare. Owned by Louis Vuitton Moet Hennessy (LVMH), the
world's leading luxury goods group. Sephora operates approximately 1,300 stores
in 27 countries worldwide, with an expanding base of over 300 stores across
North America. Sephora opened its first U.S. store in New York in 1998, its
first Canadian store in Toronto in 2004. Sephora's North American headquarters
is located in San Francisco, with corporate offices in New York and Montreal.
Also Sephora.com was
launched in the U.S. in 1999 and Canada in 2003, the
foremost beauty site on the Internet is also Sephora's largest North American
store in terms of sales and selection of products and brands. In 2007, Sephora
launched a client loyalty program as a way of thanking clients with special
products, exclusive information, and an all-access pass to personalized beauty.
The Beauty Insider program is available in Sephora stores nationwide and at
www.sephora.com. In 2009, Sephora launched V.I.B. [Very Important Beauty
Insider], a premium level for Beauty Insiders giving clients access to
exclusive gifts, event invitations, and early access to select products. Sephora
is highly regarded as a beauty trendsetter, thanks to its unparalleled
assortment of prestige products, unbiased service from experts, interactive
shopping environment.
Sephora's Mission Statement
To build the most knowledgeable and professional team of product consultants in the beauty industry.
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