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Sephora Kids
Positioning Statement
Glorybeth Machuca
MKT2370
Prof. Yadav
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Situation: Preteens and kids are buying skincare products. California becomes the first state to
approve to ban kids under 14 to get inside Sephora.
Current/Potential Customers: Teens 15-17 and women 18-35 years old.
Capabilities:
• Shape unique storytelling
• Strategize brand development
• Refine product formulations for leading beauty brands worldwide
• Blend creativity with strategic foresight to deliver exceptional results
• Foresee customer needs
• Manage workflows effectively
• Offer personalized services
• Utilize data insights to drive innovation and efficiency
• Create customized shopping experiences both online and in brick-and-mortar stores.
Impact By the Current Business Climate: Sephora stands as the largest market in the beauty
industry. In 2023, Sephora achieved an impressive $10 billion in revenue across North America
alone. The company's remarkable growth has been attributed by Arnault to the continuously
expanding popularity of Sephora's innovative store concept on a global scale. Sephora's success
can be attributed to its forward-thinking approach to beauty retail, offering customers a unique
and immersive shopping experience. With a focus on providing a wide selection of products
from different brands in a welcoming environment, Sephora continues to lead the way in the
beauty industry, setting new standards for innovation and customer satisfaction.
Company’s Background: Founded in France by Dominique Mandonnaud in 1970, Sephora has
established itself as a pioneering beauty retail concept. The distinctive open-sell environment of
Sephora's stores showcases a diverse array of both well-known and up-and-coming brands
spanning various product categories such as skincare, makeup, fragrance, and hair care,
alongside Sephora's own exclusive label.
Target Audience: Middle to upper middle-class women between the ages of 18-35 years old.
Marketing Goals: By analyzing the data obtained from customers' interactions with the brand,
Sephora can gain valuable insights into their preferences, purchasing patterns, and interests. This
data-driven approach allows Sephora to deliver personalized recommendations, promotions, and
content that resonate with each shopper on a personal level. As a result, customers feel valued
and understood, leading to a more engaging and satisfying shopping experience across all touch
points.
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Situation of the Sephora Kids:

How did the term “Sephora Kids” develop?

The term "Sephora kids" refers to children aged under 14 years. This trend gained popularity

when North West, the daughter of Kim Kardashian, shared a video showcasing her morning

routine in 2022. At the age of eight, she used a sheet mask, lip mask, and toner as part of her

skincare regimen. The skincare routine video of Penelope, the daughter of Kourtney Kardashian,

became a viral sensation in November 2023. This trend gained immense popularity among

children, who form a major portion of the user base on platforms such as TikTok, YouTube

Shorts, and Reels. As a result, professionals in the fields of skincare, dermatology, styling, retail,

and other customers expressed their concerns regarding this trend.

What do dermatologists and professionals say?

In her dermatology clinic, Dr. Brooke Jeffry from Arizona raised objections to the application of

makeup and skincare products on children, specifically calling out anti-aging products from the

brand Drunk Elephant. The brand, which is stocked at Sephora, has garnered attention among the

generation alpha demographic. Tiffany Masterson addressed the trend in December 2023,

underscoring that the products are suitable for all skin types, including children and pre-teens.

She cautioned that the company's more potent products contain acid and retinol, ingredients that

are not intended for children. During a conversation with CBC Vancouver, Dr. Ashleigh Vallèe, a

general practitioner who specializes in dermatology in Coal Harbor B.C., discussed the unique

characteristics of children's skin. She noted that children have thinner and more sensitive skin,

which can easily become irritated and dry from certain products. Dr. Vallèe advised parents to

select products tailored for sensitive or hypoallergenic skin for their children, as retinols may be

too harsh for their delicate skin.

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The Opinion of Employees and Customers

The ongoing situation has sparked controversy on social media channels. The hashtag Sephora

Kids has amassed more than 331.9 million views on TikTok. The prevailing sentiment among

viewers, predominantly adults, revolves around children misusing product samples, behaving

rudely towards employees, and making significant purchases of products intended for adults. A

woman's passionate tirade about "10-year-old children in Sephora" has become one of the most

widely viewed videos. Since its upload on January 5th, this video has amassed an impressive 3.7

million 'likes.' In the video, the woman, who claims to be a Sephora employee, recounts an

incident where a child attempted to purchase products worth $900 but was eventually convinced

by her mother to settle for $500. Another video features a former Sephora employee sharing her

own personal experiences, one of which involved a young girl demanding "Drunk Elephant

bronzing drops and a retinol serum." The employee, concerned about the potential damage to the

girl's skin, advised against using these products.

Legislator develops a new bill

A new bill introduced by Assemblymember Alex Lee, a California state legislator, aims to ban

the sale of anti-aging skincare products to children who are under 13 years old. This bill

successfully passed through the legislature’s Environment Safety and Toxic Materials Committee

on April 23, 2024. Legislation is commonly seen as a forceful remedy, which may not be the

most favorable option. Nevertheless, if retailers neglect to address the issue, governmental

interference becomes an unavoidable outcome. Parents are entitled to expect that retailers will

not exploit their children. California AB2491 is designed to prevent the sale of products that

include vitamin A or its derivatives, such as retinol and retinol, as well as alpha hydroxy acids

like glycolic acid, ascorbic acid (vitamin C), and citric acid.
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In a press release, Assemblymember Lee pointed out the growing availability of anti-aging

products featuring powerful active components like retinol. These products can now be

purchased at retail outlets, and there have been instances of children as young as seven using

anti-aging serums as shown in social media videos. The industry itself has clarified that such

potent products are not suitable for children. Despite its immense financial success, the multi-

billion-dollar beauty industry in the United States is failing to take substantial measures to

address this concern. In fact, companies are profiting from the unawareness of children who

unintentionally purchase products that are not intended for their age group. It is crucial to

acknowledge that anti-aging products are unnecessary for children. The introduction of AB2491

seeks to shield children and preteens from the potential harm that may arise from using products

that could lead to skin challenges in the short or long term, challenges they would not have faced

otherwise.

Moreover, he shared the narrative of Scarlett Graham, a 10-year-old who delivered a speech

during the hearing held on April 23. Goddard-Strahan described how Scarlett suffered from skin

reactions resembling burns and raised bumps after utilizing products that were advertised as anti-

wrinkling and brightening, influenced by the endorsements of influencers on TikTok and

YouTube. In response to California Assembly 2491, the Personal Care Products Council (PCPC),

a trade association comprising 600 member companies from the worldwide cosmetics and

personal care products industry, has issued a statement expressing worries about its potential

effects on consumer freedom of choice. The statement expressed support for Assembly Bill 2491,

sponsored by Assemblyman Alex Lee, emphasizing the importance of maintaining a balance

between safeguarding preteens, promoting education, and preserving consumer choice. It also

conveyed eagerness to collaborate with California lawmakers and various interested parties
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during the legislative journey of AB2491 to formulate regulations that are both feasible and

impactful.

The advocacy for policies safeguarding the youth, alongside the promotion of choice and

innovation within the industry, remains a priority for us. AB2491 proposes that businesses must

implement measures to prevent the sale of anti-aging products to children under the age of 13.

This legislation suggests that such measures may involve displaying a clear notice either

physically next to the product or within its online description, indicating the age restriction for

product usage. For online transactions, the purchaser must utilize a credit card that is not prepaid

as a prerequisite for completing the purchase. Additionally, the purchaser is obliged to verify

their age by presenting a valid form of identification that includes a photograph and their date of

birth.

Positioning Statement

To: Woman between the ages of 15 and 40 years old

Who: influences young little girls and

Provides: the example of embracing their own beauty using our products to our future customers

Sephora: Our brand is recognized worldwide as a leader in prestige beauty retail, committed to

delivering an inclusive beauty shopping experience and promoting bravery within our

community.

Because: Sephora's extensive experience of 54 years in the beauty industry has positioned it as a

leader in the field. With a successful track record of operating over 2,700 stores in 35 countries

for the past 23 years, Sephora's global reach is undeniable. Furthermore, its expanding network
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of over 500 stores across the Americas, coupled with a world-class e-commerce site, ensures

customers have access to a wide range of beauty options, we proudly say that we belong to

something beautiful.

IMC Channels:

A. Advertising -Google Ads, Mailed Deals

B. Social Media – Instagram, TikTok, YouTube

C. T.V. – Over-The-Top, Commercials

D. Printed – Magazines, Billboards (on Shopping Malls)

Personas:

Lilly – 8 years old: Look Mom! – Pointing to the new section of Drunk Elephant with new

products targeted at preteens and teens.

Lola – 15 years old: - Turns around and looks where her sister is pointing to. – Oh yes, I’ve

watched about it on Drunk Elephant’s Instagram profile, they released their new section of

products for children like her and teens like me.

Lena – Mom – in her 40s: Let’s ask an employee what they are meant for and if it is for the type

of skin of yours, to see if we can get them as your dermatologist recommended in this list. –

Points to the list and they walk towards the employee and the employee receives them with

a smile.

Employee: Hello! How can I help you today?

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Mom: We want to see if these products are available for my youngest daughter. – Shows the list

to the employee, the employee leans forward to see the product the girl’s mom is pointing to

on the list.

Employee: Yes, we have them right here. – Goes to the new section of the store, takes one

tester from the locked clear bin from the brand Drunk Elephant new children’s line. –

Here, sit down to try it. – Point to the chair in front of the mirror of vanity. The girl sits and

the employee applies it to the girl’s face. – This face lotion and the cleanser won’t harm your

delicate skin.

Lola: I’m getting some too. – Goes to grab the same products but different smell.

Mom: I’ll get the anti-aging serum, and we are good to go. – Gets the serum and gets ready to

pay.

Employee: ID please. – The mom shows her ID. Image gets blurry by getting away.

Fulfillment:

The fulfillment for this promotional plan will be emotional and educational. This will

serve as an example to educate about the right products to purchase for preteens and teens.

Budget:

Sephora’s earnings are 14.5 billion, and the franchise always spend $100 million dollars, in
advertising, this budget can be divided in print, digital, billboard and national T.V. The budget is
$100 million dollars, I must divide it by the 4% of 100 this will result in $25 million dollars for
each media outlet.
Culture Impact: There won’t be any cultural impact, since we are educating parents with
preteens and teens wanting to use our products.
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Competitors:
Sephora has multiple competitors; the main one is ULTA beauty, which holds the same products
or similar products at more accessible prices and affordable, but that’s not the only competitor
that Sephora has. Also stores like Walmart, Target, Walgreens, CVS, Dollar Tree, Dollar General,
Family Dollar and Five Below, which are more affordable and accessible for anyone on a budget.
Positioning Statement Research Support:

Strategic Initiatives:
By prioritizing diversity, it is important to create inclusive campaigns that cater to all
communities. This entails ensuring representation of different demographics, such as age, race,
ethnicity, and gender. Sephora, a company that values inclusion, exemplifies this by adapting its
marketing strategy to encompass a wide range of communities and address various social issues.
Through the "Identify as We" campaign, efforts are made to acknowledge and empower
transgender and non-binary communities, fostering discussions on equality for all.
Omni-channel strategies are designed to streamline the customer experience by ensuring
consistency across various channels. By implementing these strategies, businesses can provide
customers with more opportunities to engage with their content, thereby enhancing overall
satisfaction.
Tactics:
For this promotion plan paid and owned media, the paid media will be the printed media like
magazines, billboards and T.V channels. The owned media will be Sephora’s social media
profiles such as YouTube, X(Twitter), Facebook, Instagram and TikTok. Through the owned
media we will be able to share the content from influencers that test our products and review
them.
Measurements:
Paid Media (Magazines, Billboards, TV Channels)
Metric: Reach and Frequency
o Reasoning: For paid media using traditional channels like magazines, billboards, and
TV, measuring direct conversions can be challenging. Reach and frequency metrics
provide valuable insights into how many people saw the ad (reach) and how many
times they saw it (frequency). This helps assess brand awareness generated by the
campaign and the overall visibility achieved.
Owned Media (Social Media)
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Metric: Engagement Rate (Likes, Comments, Shares)

o Reasoning: Engagement indicates how well your own media content is resonating with
your audience on Sephora's social media platforms. High engagement suggests people
are actively interacting with the content, which can translate to increased brand interest
and potential purchase intent.
Metric: Click-Through Rate (CTR) on links to product pages
o Reasoning: CTR measures the effectiveness of your social media content in driving
traffic to specific product pages on Sephora's website. This directly relates to potential
sales generated from the campaign.
Metric: Brand Mentions and Sentiment Analysis
o Reasoning: Tracking brand mentions across social media allows Sephora to gauge
how much people are talking about the brand, particularly in the context of the
influencer campaign. Sentiment analysis helps understand the tone of these mentions -
positive, negative, or neutral - providing valuable insights into brand perception.
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References:

Magazine, A., & Magazine, A. (2024b, February 8). Sephora underlines inclusive beauty

with global brand signature ‘We belong to something beautiful’ adobo Magazine

Online. https://www.adobomagazine.com/brand-business/sephora-underlines-inclusive-

beauty-with-global-brand-signature-we-belong-to-something-beautiful/

About Us | Sephora. (n.d.). Sephora. https://www.sephora.com/beauty/about-us

Topic: Sephora. (2024, February 13). Statista. https://www.statista.com/topics/11903/sephora/

Sephora USA. (n.d.). Advertising Profile | See Their Ad Spend! | MediaRadar.
https://advertisers.mediaradar.com/sephora-usa-advertising-profile

Sephora Marketing Strategy: 6 Tactics To Makeup A Beauty Empire. (2024, June 5). CoSchedule
Blog. https://coschedule.com/marketing-strategy/marketing-strategy-examples/sephora-
marketing-strategy