How Sephora is revamping its fragrance category

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.

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