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Créateur de la Cosmétique Végétale®
25/05/2012
BenchmarkInternet Cosmetic Players
Internet Marketing & Social Media Central Team 25/05/2012
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Executive summary – Sephora.com
Sephora.com is a brand new and advanced «web 2.0 e-commerce platform » offering to US consumers: - Rich content (videos, product presentations…)- Social CRM (dynamic FAQ, social media links, advice online,
user review... )- Typical US marketing tips (free samples, free shipping…)
Brand global image- Sephora US is devoted to the sophisticated and narcissic
beauty vs. Yves Rocher is devoted to beauty made by nature
Home Page- Easy navigation (with 2 entries : product and consumer usage)- No promotions and no prices shown - Social media and mobile applications tool bar on the footer
Internet Marketing & Social Media Central Team 25/05/2012
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American cosmetics websites: focus on Sephora.com
Home Page
• Great visual effect on the home page: “shop window” effect
• Communication around the new website • Carousel occupies 90% of the page space• Strong focus on brands and products providing a lot
of content and advices
Internet Marketing & Social Media Central Team 25/05/2012
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Home Page
• Content renewal every week : Beauty tips and product news
• Sephora How-to : commercial videos
Internet Marketing & Social Media Central Team 25/05/2012
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Home Page
Cross-channel approach: o Mobile applications (iPhone, iPad)o Sephora newsletters o Stores location
Internet Marketing & Social Media Central Team 25/05/2012
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Social media 2.0
Sephora.com surfes on the Pinterest Phenomenon in the US: o Generates much more traffic on websites than Twitter
(survey on January 2012)o Design and graphical approach seducing a woman
community (80% of Pinterest users)
Internet Marketing & Social Media Central Team 25/05/2012
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Social media 2.0
Official Youtube Channels: - Many American cosmetic
brands and retailers display one: M.A.C, Sephora, Benefit, Mary Kay Cosmetics…
- Positive SEO impact- Sephora : near 60,000
subscribers and more than 9 millions page views
Internet Marketing & Social Media Central Team 25/05/2012
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Marketing
- Free samples to add to the order: => Many brands use it: Sephora, Bobbi Brown, Lancôme USA…
Internet Marketing & Social Media Central Team 25/05/2012
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Shopping TV
o High-Definition videos and advanced streaming
o Focus on products innovation o Professional studios stagingo Commercial videos: 8-10 new
videos/year
Internet Marketing & Social Media Central Team 25/05/2012
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Collaborative platform
o Beauty Talk : sophisticated platform for interactions between customers and the brand: you no more need to shop in the street to get personalized advices!
o Powered by Lithium (Social CRM software editor competing with Dimelo in France)
o Beauty tips, testimonialso Expert advices, comments from customers and Sephora
fanso Very positiveSEO impact
Internet Marketing & Social Media Central Team 25/05/2012
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Instant Feedback
o Instant Feedback : advice and suggestions made by the customers on line
o Powered by User Voiceo Comments classified in categorieso Integrated search engine systemo Comments indexed on Google: SEO positive impacto Enhances Sephora e-reputation
Internet Marketing & Social Media Central Team 25/05/2012
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Executive summary – Sacks.com.br
Sacks.com.br is a web 1.0 e-commerce platform vs. Sephora.com offering:- Less video contents- No use of carousel and interactive content- A beauty forum/blog - Security labels to encourage the brazilian
customer to shop online
Global image:
- Focus on the seductive and sexy woman for males vs. Sephora.com focusing on the sophisticated and narcissic beauty
- Symbol of « latino » glamour : Ricky Martin on the home page
Home page: - Easy navigation - Prices displaid- Payment facilities (in 12 months) specific to
the Brazilian market
Internet Marketing & Social Media Central Team 25/05/2012
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Home Page
