Abstract
Sephora's target customers are mostly women ranging from their teens to their thirties. This doesn't mean however, that these are Sephora's only customers. The store also offers men products, but the variety is more restricted for this market. The only thing that would keep a woman from buying cosmetics at Sephora is the price, which can sometimes be considered a bit unreasonable. In response to this, my recommendation is to expand Sephora's target customer by offering products with a more affordable price range. Sephora is known for the quality of its products though, and selling these at a lower price should not lower their quality. If their quality lessened, I believe Sephora would lose customers instead of gaining new ones.
Sephora's main competitors are department stores (Macy's, Bloomindales, Saks Avenue, Le Bon Marché, Printemps…), drugstores (Long, Walgreen, Walmart), or even stores such as Marionnaud in France. However, because Sephora possess its own label, only Sephora has the right to sell it. Sephora therefore has the upper hand in terms of its competitors. Moreover, Sephora differs from its competitors, as it has both a strong online and physical presence. Sephora also allows customers to return products they are not satisfied with, which is rare in the realm of cosmetics.
