With 360 stores in North America and nearly 1,800 worldwide, Sephora’s footprint continues to grow. By offering programs that connect its brand to what customers value, Sephora has successfully strengthened customer–brand relationships and improved brand loyalty.
One of Sephora’s biggest competitors is ULTA Beauty. Since opening its first store in 1990, ULTA has grown to be the largest U.S. beauty retailer and the premier beauty destination for cosmetics, fragrance, skin care products, hair care products and salon services.
Questions (You’ll want to be sure to do your research in this case–there have been some very recent strategic developments with Sephora and ULTA):
Describe how the brand touchpoints for Sephora provide emotional, self-expressive, and social benefits. Be specific, and be sure to not combine these 3 benefits into 1—discuss each in turn. How does ULTA Beauty compare?
