Sephora is currently the largest beauty products chain in the world, largely thanks to its innovative way of selling cosmetics.
You’re probably familiar with Sephora’s cosmetic products, or at least you’ve heard someone talk about them, right? Sephora is nothing more, nothing less, than the largest beauty products chain in the world. It is the desire of every woman passionate about makeup and beauty. The brand’s products are known for their quality and luxury, which delight all consumers.
Today, Sephora is present all over the world, but like most brands, it started as a modest venture, which won over the public. Founded in France by Dominique Mandonnaud, Sephora was acquired in 1997 by the giant luxury market conglomerate LVMH. The brand reached the status it has today due to the quality of its products, but mainly due to innovation in the way cosmetics are sold.
In addition to the huge variety of products, ranging from makeup, perfumes, to special creams and accessories; the brand also invests in modern and attractive stores. All this to maintain the loyalty of your audience and conquer new market niches.
For all of this, today we are going to learn a little more about the history and expansion of the Sephora brand.
History of Sephora
The history of Sephora begins in 1969, in a small French town called Limoges. At the time, businessman Dominique Mandonnaud, together with his wife; decided to open a perfume store.
The business aimed to offer a new perfume sales model, different from that done by department stores. They did not have specialized care. Furthermore, I was also concerned about presenting the products in an innovative way, contrary to what was done, such as products displayed only behind the counters.
Then, ten years later, Mandonnaud managed to revolutionize the perfume store market, inaugurating the “help yourself” sales format. Yes, a beauty product self-service.
Thus, he opened the Shop 8 store, with a huge variety of products displayed on the shelves, separated by brands and types. This way, customers could try the products without any commitment. The idea was so successful that, later, it ended up being adopted by competitors in the cosmetics retail sector.
With the success of the new store, the businessman opened other units across France. However, what would transform the company into a large cosmetics business happened in 1993. That year, the businessman bought 38 new stores. These belonged to Sephora, a chain specializing in perfumery created in 1976 by a British group.
As a result, the number of stores increased to around 50 units, and all of them started selling in the model created by Mandonnaud. So, that same year, he also decided to change the name of the stores, from Shop 8 to Sephora, which was consolidated and continues to this day.
Expansion of the Sephora brand
With business growing and absolute success, in 1997, the Sephora store chain was purchased by the LVMH group. In other words, the luxury conglomerate that maintains control of other highly successful brands, such as Louis Vuitton, Christian Dior and Moët Chandon. At the time, with 54 stores, Sephora controlled 8% of the entire perfumery and cosmetics retail market in France.
The following year, the brand opened its first store in the United States, in New York City. Thus began the international expansion of the brand. However, despite the expansion and sales success, until 2002, the chain proved to be a poor investment for the LVMH group.
Finally, things started to improve even when the company decided to invest heavily in sales and diversification strategies. Starting by offering products that until then were only made to order, based on instructions from dermatologists.
Among them, creams and elixirs with special formulas, but at affordable prices. In addition to a line of oral cosmetics, with pills to eliminate cellulite, tan and shine hair.
Implementation of innovative services
Another aspect of the brand’s repositioning that brought great results was the creation of special spaces in its stores. With this, the brand started to offer innovative and free services, such as the “Beauty Bar”, where customers can come and do makeup. As well as “Beauty Sourcils”, in which consumers can have their eyebrows waxed in the store.
In addition, Sephora started offering paid premium services, such as Beauty Express, which is a complete makeup routine. Also options for hair, with hairstyles, and skin care consultancy.
Sephora in Brazil
After expanding to America, Sephora also reached emerging countries. Thus, in 2005, five stores were opened in China, and later in the Middle East and the United Arab Emirates. However, expansion into Latin America only occurred five years later, starting with Mexico.
In Brazil, the brand arrived little by little, entering the Brazilian market through e-commerce, with the purchase of the Sack’s chain by the LVMH group. So, in 2011, Sephora began selling its products through Sack’s.
However, it was only in July 2012 that the brand opened its first store on Brazilian soil. The first Sephora store in Brazil, in fact, was opened in the JK Iguatemi shopping mall, in the capital of São Paulo, one of the most luxurious in the country.
Today, Sephora has stores in the main cities in Brazil. They make up a total of 2,300 stores spread across 33 countries.
Curiosities
The brand name is the combination of a Greek word with a biblical name. In this case, “sephos” is a Greek word that means beautiful. And “Zipporah”, the name of Moses’ wife, described as an exceptionally beautiful woman. This gave rise to the name Sephora, which in French is pronounced “seforrá”.
Anyway, what did you think of this article? In fact, take the opportunity to learn about the history of Victoria’s Secrets.
Sources: World of Brands Prop Mark Sephoras
Featured image: Viva
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