SEPHORA is a world-leading cosmetics retailing brand. It was founded in Limoges, France, in 1969 and is owned by luxury conglomerate LVMH as of 1997. By 2013, there were 1,859 SEPHORA stores in 28 countries. The first SEPHORA store in China was opened in Shanghai in April 2005.
SEPHORA is a world-leading cosmetics retailing brand. It was founded in Limoges, France, in 1969 and is owned by luxury conglomerate LVMH as of 1997. By 2013, there were 1,859 SEPHORA stores in 28 countries. The first SEPHORA store in China was opened in Shanghai in April 2005.
The Challenge
Although spring season is a period for new product launch, the market demand of cosmetics and skincare products was particularly weak after China Single’s Day (on 11th Nov) and Chinese Spring Festival. The challenge for SEPHORA is how to stimulate consumers’ consumption desire and improve sales volume in March and April. SEPHORA decided to optimize its product promotion on the WeChat platform and develop consumer community for consumer interactions.
The Solution
Although SEPHORA’s product price is relatively high in China, it has strong advantages in terms of product quality and diversity, logistic, convenient shopping experience and availability of tester products. We helped SEPHORA through the following methods:
Combining the concept of “Sephora Spring Bonus” and “Global Shopping”, we originated a slogan of “global price at Sephora, global shopping at home”. The purpose was to highlight Sephora’s competitiveness of diversified portfolios of global products and good price.
Social Touch empowered Sephora’s CRM system, which enabled customer profiling, consuming behaviour monitor, user labelling and customized notifications push. Based on the CRM, we helped brands launch client membership system, where brands promotion resources, in terms of benefits and rewards, were allocated to client members according to various membership class. The purpose was to motivate client members’ consuming desire.
We created a public social media persona - Ms Sephora to act as a beauty advisor. Ms Sephora not only interacted with WeChat followers and answered their questions, but also shared branded content. Through this method, we built a deep connection between the brand and its followers.
The Result
SEPHORA’s sales were increased by 100 million
Pageviews of WeChat official account were increased by 12%
The sale conversion rate of client members was increased by 400
