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
Why the New York Times is forging connections with gamers as it diversifies its audience
The New York Times is not becoming a gaming company. But as it continues to diversify its editorial offerings for the digital era, the Times has embraced puzzle gamers as one of its core captive audiences, and it is taking ample advantage of its advantageous positioning in the space in 2024.
Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace
Today’s marketing landscape is more fragmented than ever. Like consumer brands, business brands are looking to stand out in a crowded and competitive marketplace, making marketing tactics like streaming ads, influencers and humorous spots more appealing.
As draft puts WNBA in spotlight, the NBA is speeding up ballplayers’ transition to creators
The NBA’s star athletes are its greatest marketing asset.