Name: How Sephora Revolutionized Makeup Consumption | The Economics Of | WSJ
Uploaded: 2022-05-20T16:39:51.000Z
Duration: 6 min 9 s
Description: VoiceTubeの動画で発音を聞きながら英語表現を覚えよう！学べる英語：

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- There really is a before and after Sephora,

this is how most Americans shopped for luxury makeup.

Now it's a free for all, people walk in the stores,

- [Narrator] So, how did this French retailer

come to dominate the global personal care

and what business practices helped make it

Today, the beauty retailer employs over 36,000 people

in more than 2,700 stores, in over 35 countries.

Those stores carry over 250 beauty brands.

- [Narrator] The Sephora that we know today has its roots

in a small perfume shop that opened in 1969

At that time, the perfume and cosmetics market

was dominated by a service-based retail model

in which staff typically received commissions

Instead, Sephora used the assisted self service model,

in which customers are free to test products in the store.

I always leave looking like a literal different person

- [Narrator] Sephora customers can still request help

from a sales associate who Sephora calls a beauty advisor.

- A little bit more trust with the sales representatives

in a Sephora store, because they're brand agnostic.

maybe you should buy the mascara from this brand,

but you should buy the blush from a different brand.

- [Narrator] Sephora also bucked convention

in the manner in which it displayed its products.

- [Woman] So make-up items are next to each other.

a fragrance would be in the fragrance aisle.

a skincare product would be in the skincare isle.

- [Narrator] Then in 1997, founder Dominique Mandonnaud

sold Sephora to the large luxury retail conglomerate, LVMH.

is that the company can jump very quickly on trends.

And actually, several of the brands that are sold

- [Narrator] One of the popular brands owned by LVMH

- [Woman 2] And then Fenty of course has a huge section.

The whole row of Fenty, we got the lip glosses up front.

- [Narrator] Sephora's success also stems

in the relationship between a store and a brand.

for makeup brands to sell their products in,

Sephora ends up having a lot more leverage

- [Woman] The challenge for high-end beauty brands

these days is that they're really facing a conundrum.

They've become increasingly dependent on Sephora

and there's an element of competition there,

and more brands are coming out constantly.

- [Woman 4] Five Sephora products you need to try part 10.

- [Narrator] In part due to that product exclusivity,

- Here are five Sephora products you need to buy tonight.

Sorry, I don't make the rules you just have to.

- So what you'll find oftentimes on Instagram or TikTok,

where they're showing all the products that they bought

in Sephora, and they're going one by one,

- [Man] This is the KOSAS tinted face oil, and it's $42.

are members of Sephora's Beauty Insider program,

The next level up is VIB, or Very Important Beauty Insider,

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How Sephora Revolutionized Makeup Consumption | The Economics Of | WSJ

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