Sephora is a very prominent beauty brand with a very devoted customer base worldwide. Currently, the company is enjoying a huge fan base both in-person and online.
At this time, Sephora is experiencing consistent popularity. If you’re wondering why, continue reading this article for more information.
Why Is Sephora So Popular?
1. Distinct Customer Loyalty Structure
Sephora has, over the years, enjoyed unique customer loyalty due to the company’s unconventional approach to rewards.
Although Sephora is also known for high-end products, customers are moved by the company rewards bazaar every Tuesday and Thursday.
Furthermore, Sephora Beauty Insiders also have the privilege to enjoy certain benefits and perks.
These perks include access to events, an annual discount, and saving plans, and many more than part of the loyalty program.
Additionally, customers can browse a massive collection of available products. There are also unique collections with limited editions available only for BI members.
2. Sephora Is a Socially Responsible Brand
In what was described as a Clean Sephora, the company launched a campaign to stock products that aren’t manufactured with harmful ingredients.
Ideally, the campaign aims to have organic, eco-friendly beauty products. This move was a game-changer for Sephora, since most people are concerned with sustainability.
Moreover, the company aims to reduce waste, use recycled material to manufacture shopping bags, provide packaging that uses less plastic, work with suppliers on product safety, and more.
Additionally, the company also gained popularity after launching “We Belong to Something Beautiful” in 2019.
This initiative focuses on two programs:
- Sephora Accelerate for Women Entrepreneurs
- Classes for Confidence
These programs are aimed at supporting local communities, the LGBTQ community, and cancer patients.
Overall, Sephora has gained much traction and a huge fan base due to the company’s non-stop engagement in social activities.
3. Sephora Applies User-Generated Content Strategy
Over time, personalized content generated by Sephora customers has sold the company brand, with every post viewed by over 15 million subscribers present on the Sephora website.
Sephora Insider community consists of various forums generating chats, images, and beauty tips developed by the company influencers.
Ideas generated on these platforms are user-generated.
Additionally, within the forums, there are channels where designed images are posted to help Sephora customers have an easy time with their purchasing decision.
4. Sephora Enjoys an Omnichannel Loyalty
Sephora is famously known for online and in-person methods of reaching and rewarding its customers while engaging loyal customers with personalized content at every point.
The beauty retail brand effectively advertises its loyalty program on all networks to improve online sales in what is known as an omnichannel live event strategy.
Furthermore, Sephora usually uses the omnichannel platform for marketing its beauty classes and living makeover events, pulling a massive number of its fans.
5. Sephora Squad
Nearly all brands at Sephora are primarily known, courtesy of the Sephora Squad.
This Sephora influencer team comprises active social media influencers tasked with marketing the company brand.
Testing of new products is done by the Sephora Squad team, who posts the images of the product on their social media accounts.
Generally, this causes more hype and anxiety among the clients before the product’s release.
Sephora Squad has also helped to widen Sephora’s reach to the influencers’ loyal following, alongside meeting the needs of different niche markets globally due to its broad approach.
6. Sephora Product Strategy
Young women and men are the influential target audience at Sephora, with its products predominantly targeting young women in the middle to upper-class segment.
Typically, the younger generation is known for their high social media energy, with most having an Instagram account, thus causing a stir at any trending beauty item or newly launched design.
Sephora beauty products targeting this age group are also numerous, with over 15000 products that also feature fragrances, skincare lipsticks, makeup kits, and many more.
7. High-Quality Products
Sephora is well-positioned as a unique and qualitative brand that offers top-quality products at affordable prices.
In addition, Sephora focuses on high-end products rather than low and poorly designed products.
While its products can be pretty pricey, this brand provides promotional pricing for its customers with incentives and discounts to balance and consolidate its customer base.
8. Pricing/Innovation Strategy
The Pricing Strategy used by Sephora is based on demand-oriented pricing and the needs or demands approach.
These are some unique factors making Sephora one of the best beauty retailers.
Additionally, the beauty brand is well known for offering competitive pricing through low overhead costs to ensure store operational efficiencies.
Sephora sets prices according to consumer demand, whereas famous and good-quality products are set at high prices because of the enormous demand.
9. Marketing Strategy
Mix 4Ps is one of the strategies that has elevated Sephora brands to the world market.
The 4Ps include Product, Price, Place, and lastly, Promotion. These P’s have earned the company a more expansive market niche.
Sephora’s marketing strategy is permanently embedded in the above 4Ps.
This has always made the company position itself competitively in the market and achieve its business goals & objectives.
10. Promotion Nature and Gifts Awards Strategy
Sephora is usually famous for its promotion and gift-awarding nature.
The beauty brand strongly believes in promotional activities: coupons and promo codes to create awareness in the customer consumer market.
Gift awards such as birthday gifts to Sephora Beauty Insider members also help the company gain much traction on its products while gaining much fame in the competitive beauty market.
The famous Sephora beauty brand has captured the hearts of millions of beauty shoppers worldwide due to its focus on high-quality brands and marketing/ selling strategies among other strategies.