Sephora, which first entered the Parisian beauty market in 1970 as a perfumery chain, is making strides both in stores and online to get its customers to buy more fragrances.
At a press event last fall, Calvin McDonald, Sephora’s president and CEO, said the category has been “commoditized by discounts,” and that shoppers are most driven by price than any other factor when making purchase decisions. He added that, while fragrance is an underperforming category at Sephora — it follows beauty and skincare — the company is making efforts to simplify the purchasing process within the category as well as differentiate its fragrance department from that of more saturated retailers.
To read the rest of this story, please visit Glossy.
More in Marketing
S4 Capital trades billable hours for outputs as AI redraws agency economics
Sir Martin Sorrell’s AI bet: fear billable hours, more output-based deals.
Ad Tech Briefing: Public companies’ first loyalty is to shareholders — why do advertisers give them an easy time?
Digiday Programmatic Marketing Summit attendees call foul, claiming IPOs encourage murkiness amid ad tech providers.
Ad veteran Peter Naylor joins Kochava board, and sees opportunity in market flux
Nearly a year after he left Netflix, ad industry veteran Peter Naylor is back as a board member at ad tech business Kochava.