Abstract
Competition is an inevitable phenomenon in the business world. Thanks to globalization and multi cultural thinking, the development of the entrepreneurial spirit and the fact that monopolies are now very rare, has led to more competition and variety in manufacturing. Reactivity is thus needed in today's world, in order to create more and more original products or services but also in order to be able to face the competition. In order to differentiate themselves from their competitors, companies use quantitative and qualitative researches, so that they can know exactly their consumer's needs, wills and expectations and also to see why they are interested in that product, why they would be faithful to it and what they would like to change on it. In this report we are going to focus on the company Sephora, a cosmetics and beauty products retailer, and especially about its men consumers, in order to see if proposing a wider range of products for men would be interesting or not for the company. We also highlight what kinds of products are the most successful and appealing to them.
