Julie Bornstein the Senior Vice President of Sephora Direct, wants to significantly increase
The budget for social media, video, and mobile. Bornstein must first explain to the President and CEO, David Suliteanu, how this can be justified. In order to do this, her team must identify what the company could gain from “winning” in the social media, video and mobile space and what it would mean for the company and how to measure the success of these platform and how it would secure client loyalty.
Sephora is identified as a brand that associates prestige to a beauty “specialty” retailer. While being present in more than in 2 dozen countries and 1,000 stores. It also carries over 30,000 products making it one of the largest beauty retailers in the world. This brand encourages trial and error and experimentation making it a great candidate for women between the ages of 25-35. It’s main competitors are ULTA, Amazon and some smaller but still competitive opponents such as Birchbox.
Sephora is the largest “prestige” and “beauty specialty” retailer with international presence, has over 30% market share in “prestigious” makeup store. Sephora is also unique in that it provides a safe playful space to trial and error different beauty trends and a unique experience. Due to its uniqueness it also appeals to customers who value quality over cost.
Sephora’s biggest weaknesses are that it limits...