Developing a Global Vision

Sephora is aware of beauty needs of females all over being that they are a cosmetic company. Sephora may be a cosmetic company but they support so much more then just looking good. Sephora supports Breast Cancer Awareness. In support of Breast Cancer Awareness Sephora has a line of "Pink" Products. Whenever a "Pink" product is puchased, Sephora gives back a portion of the money to Breast Cancer research. Each product has a different donation amount.

When Puchased

• Sephora's Fusion Beauty LipFusion Color Shine in Kiss ,which costs $38, five percent of the profits of this gorgeous shade will be donated to the Breast Cancer Awareness Foundation. Here is a list of some other products that helps with the awareness when purchased.
• Clarins Lip Colour Tint in Pink Sorbet, which cost $19.00, 15 percent of the sales of this lip-smacking gloss to the Evelyn Lauder Breast Cancer Foundation.
• Sephora BCA Mini Kabuki Brush, which cost $10.00, the net proceeds from each sale will be donated to the Breast Cancer Research Foundation.
• Stila BCA It Gloss Trio, which cost, $34.00, a portion of proceeds will benefit the Breast Cancer Research Foundation.
• LORAC Perfectly Pink, which cost $25.00 a portion of proceeds will benefit the National Breast Cancer Coalition Fund.
• DuWop Power Kiss, which cost, $22.50 a portion of proceeds go to Cancer and Careers, an organization that inspires career women with cancer to charge ahead.

 As time goes on Sephora's line of "Pink" products is expanding. I only took the time to tell you about their lip gloss line but Sephora's line of "Pink" products consist of everything from lip gloss to lotions. Sephora is not only expanding beauty, they are also spreading AWARENESS.

Ethics and Social Responsibility

Sephora's ethics go hand in hand in how they continue to expand their company and the way they they target their customers. You can find Sephora stores all over the world. In each store, you see diversity. Sephora does not discriminate in the people that they hire at all or who they sell to. Race, Religion, Gender none of that matters when applying to a Sephora store. This also corresponds in how they sell to customers. When looking in magazines or even at the billboards of a Sephora advertisment you see different people. Sephora targets any females, they just do not cater to one look. When working in a Sephora company, whether its one of the many Sephora stores or one of the headquarters, you will be sure to see different people and even hear different languages. Regardless of the diversity these people come together to help make Sephora better. In order to make sure the work space is at its best. Sephora updates there code of ethics once every few years. Before updating it they take a survey and the survey helps determine what should be changed or kept the same in their list of ethics. Sephora started doing the surveys back in 2000. The reason for this was to make sure that their code of ethics and their policies weren't too vague or complicated. Their policy seems to be a success because the success of Sephora has been growing and continues to grow with time. And Sephora continues to use that same code of ethics when advertising to the public. Sephora discriminates no one, and sells to all.

Strategic Planning for competitive advantage.

Most people are aware of the cosmetic company SEPHORA. That is because Sephora's strategy of advertisement is would I would like to call GENIUS. Sephora has a variety of products. Sephora sells perfumes, eye shadows, nail polishes etc. My favorite product of all is their lip glosses. The reason is because of the variety of lip glosses. Now I know that other cosmetic companies like MAC offer a variety of lip glosses, but Sephora's variety expands to more than just shades of colors. In 2008 Sephora's team of marketers and executives went around to a chain of stores including Macy's and J.C Penney. They found out about what customers look for when buying lip gloss and also things that prevent sales. The discovery was that most of the prevention of sales was not because of the lip gloss but because of certain insecurities that female shoppers have about themselves.

DISCOVERIES/FEMALE THOUGHTS:

• Some females feel that because their lips are too small, some lip glosses don't look as good on them as they would on a female with fuller lips.
• Some females feel that their complexion is too light or too dark for certain shades.
• Some females deal with dry and cracked lips and feel that lip gloss will make it worse.
•  Some females think that lip gloss wears off too quick.
• Some females prefer lipstick.

After finding out the thoughts of females and potential buyers Sephora expanded their lip gloss and took it to new limits. Sephora now creates lip gloss that helps with with a lot of the insecurities that were stated above. Sephora offers a variety of lip plumpers, lip gloss therapies (which are lip glosses that contain aloe vera for people who suffer from dry lips), they offer about 250 different shades and tones for different skin complexions, they offer lip gloss that looks like lipstick and they offer lip last lip gloss (which is lip gloss that doesn't wear off quickly) Sephora's strategic planning is a success because they ask what the consumer wants and then Sephora provides. From a 2010 survey in Allure magazine 4 out of every 5 females choose SEPHORA over MAC.

The history of SEPHORA.

"To build the most knowledgeable and professional team of product consultants in the beauty industry, Sephora developed 'Science of Sephora."

Sephora was founded in France by Dominique Mandonnaud in 1969. Sephora was orginally called Shop 8, but Dominique Mandonnaud re-named Shop 8. In 1993 Mandonnaud merged the Biblical name, Zipporah (Moses' wife), with the ancient Greek word "Sephos" which means pretty. Sephora stores specialize in selling cosmetic and beauty care products. Sephora was founded in 1969. That one store later expanded to about 750 stores and 21 different countries. In 1996 Sephoras' perfume outlet was opened in Paris. That outlet is the biggest perfume outlet in the world. In 1997 Sephora was acquired by LVMH a well established conglomerate based in Paris. Though Sephoras' perfume store was opened in 1996, the first official Sephora store was opened in New York in 1997. The marketing branches of this store were also located in New York City.

A LOOK IN TIME:

• 1969: Dominique Mandonnaud founded Shop 8
• 1993: Dominique Mandonnaud re-named Shop 8 to "Sephora"
• 1996: Sephora opened the biggest perfumery in the world. In Paris, on Champs-Elyseès
• 1997: Sephora, was included by LVMH group and it included Marie-Jeanne Godard sign.
• 1998: Sephora inaugurated the international business development plan in New York, in Soho
• 1999: Sephora landed on Internet and began selling on-line on the site www.Sephora.com, available in the USA.
• 2000: Sephora received the prestigous Retailing Innovator of the Year award.
• 2009: Sephora’s success keeps on spreading all over the world, with 560 stores in Europe, 226 of which located in France, 216 in North America, 110 in Italy. Sephora is the most innovative beauty chain in the world.