With more than 430 stores under the banner in North America (United States, Canada, Mexico, as well as in Brazil) to which are added 600 corners within JCPenney department stores, Sephora has conquered this continent on which it accelerates again. The French company belonging to LVMH thus inaugurated on March 30 its largest point of sale in the area in New York, on 34th Street. A sales area of 1,050 square meters, fully digitalized and offering 13,300 product references.
“Sephora opened its first store in the United States 19 years ago, in SoHo. It went without saying that almost two decades later, we were returning to New York to celebrate our greatest and unique beauty experience, with the opening of the 34th Street store, ”said Calvin McDonald, President and CEO of Sephora Americas, subsidiary headquartered in San Francisco, but which also has offices in New York, Mexico City, Montreal, Toronto and São Paulo.
Claiming to be number one in perfume and cosmetics distribution in the United States (ahead of Macy’s), the brand is also establishing itself as a leader on the main island of New York. “Sephora continues to dominate the beauty distribution sector in Manhattan, with 15 stores,” she said in a statement. A few days earlier, Sephora had reopened its 5th Avenue store (835 square meters), also converted to the new concept called “Beauty TIP (Teach, Inspire, Play) Workshop”.
Unveiled last year in San Francisco, Boston, Toronto and Chicago, this new format therefore relies above all on digital in-store and personalization to attract and retain customers. A 360-degree shopping concept housing a battery of high-tech devices, including the Beauty Studio, the Skincare Studio and the Beauty Workshop. The latter brings together 26 workstations equipped with a tablet, on which customers can glean advice, discover tutorials, define their color palette or book a treatment.
A major first at Sephora, the 34th store is providing a “Moisture Meter”, a device capable of calculating the skin’s hydration level in order to select the best skincare according to the dermatological profiles of consumers. The “Fragrance Studio” allows you to identify your favorite olfactory family thanks to a forced air scent diffusion system, while the “Tap and Try” device allows you to virtually try on makeup – on a dedicated screen. returning its own image – by scanning the product barcode directly.
Sephora’s digital – and omnichannel – strategy also involves the development of its mobile application, but also the opening in 2016 of its e-shop to six new countries, including Spain. With the aim of federating a beauty community, in stores, on the online store and via social networks.
With more than 2,400 stores in 33 countries, Sephora opened more than 100 stores worldwide in 2016 and is reporting double-digit growth in sales and profits over the past year, without disclosing them.
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