Ch. 17 - Advertising and Public Relations
When you're a product company that sells in a
highly competitive market like the beauty industry, you focus on impeccable
service. Sephora specializes in
selling higher-priced cosmetics and fragrances in ways intended to be
significantly different from the conventional methods of department stores. For instance, at Sephora's 219 stores in Europe and the United
States, products are arranged alphabetically rather than segregated by
manufacturer, the popular promotional tool known as ''gift with purchase'' has
been eliminated and customers are encouraged to sample items like lipstick, eye
shadow etc. Sephora uses massive advertising campaigns to further exceed their
impressive sales. Sephora also uses product advertising, which publicize the
benefits of specific products.
In one of
their product advertisement Sephora used a rather suggestive image to highlight
the benefits of an anti aging product line “Super” by Dr. Nicholas Perricone.
Some may argue that the image was inappropriate for young women who initially the
advertisement was aimed at for preventing aging; but at it proves time and time
again sex sells.
 |
| Suggestive ad |
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