Abstract
The aim of this paper is to discover how Sephora has developed its power of attraction, the loyalty of its customers and prospects by setting up sophisticated and personalized customer communication strategies. Sephora is a division of Moet Hennessy Louis Vuitton (LVMH), the world's leading luxury products group. LVMH luxury brands express the most refined qualities of Western "Art de Vivre". The mission of the group is to symbolize the elegance and creativity throughout its products and the culture it represents blending tradition with constant innovation. The philosophy of excellence and innovation at the heart of LVMH reflects directly in the spirit of Sephora. Sephora is the leading retail beauty chain in Europe. The first store was opened in France in 1969. It was a new concept of free access to the products. In 1979, ten new stores were opened in France. Few years later, the stores were bought by the British Boots. In 1994, the company chose the name Sephora for all the stores and in 1997 Sephora was acquired by LVMH. Sephora opened its first US stores in New York in 1998, in Canada in 2004 and has recently expanded in China.
