Digital natives’ buying behaviors are proving a challenge to retailers.
The market size of China’s beauty market currently exceeds RMB400 billion. In such a competitive market, beauty companies must keep abreast of the latest trends, be flexible and open to change to win over customers.
Founded in France by Dominique Mandonnaud in 1969, Sephora’s revolutionary concept offers clients a hands on relationship with an ever-changing array of carefully curated brand partners, featuring trusted classics, indie darlings, emerging favourites and the critically acclaimed Sephora Collection.
Sephora’s consumer base is mainly made up of Gen Z and millennials, which equates to approximately 300-400 million customers. Their constant use of social media has significantly changed expectations in the speed and manner of information gathering and purchasing decision.
Sephora China had to act fast – they worked on perfecting cross-channel platforms, forged better integration of brick-and-mortar stores with online channels, and focused on delivering a seamless and personalized shopping experience.