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To: Stuart Blythe From: Anqi Zhao Date: 9/23/2015 RE:  Project  One:  Rhetoric  in  Sephora  Sephora Sephora is an international chain of cosmetics company. According to the Sephora website, “Sephora is a visionary beauty-retail concept founded in France by Dominique Mandonnaud in 1970. Sephora's unique, open-sell environment features an ever-increasing amount of classic and emerging brands across a broad range of product categories including skincare, color, fragrance, body, smilecare, and haircare, in addition to Sephora's own private label. ”(Sephora: About Us) The first Sephora store opens in New York, but now it is very famous all over the world.

The store has policies for friendly relationships with customers, which maintained its popularity. When the customers buy product, they feel comfortable and the customers enjoy shopping in this store. If the customers go back home and try the product and they feel uncomfortable; they could come back and get a full refund or another product. There are many new generation and companies in the modern society. There are many shopping malls that have Sephora store, the store is not only earns high profits, but also gain the popularity and name. The purpose is about people can know the store and encourage them to buy the product. When they want to buy beauty product, the first thing is they go to Sephora and buy the product from Sephora. Rhetorical Situation There are many different rhetorical situations in Sephora. One good example is Sephora sends email introducing new products to customers. As a result, it could increase the sales and retain its customers because the email is not very boring and uses many attractive pictures. When people see these pictures, they feel happy and want to buy the product. From the email, they can also quickly click on tabs and advertisement links, which make it easy to buy products. This rhetorical situation is an example of effective marketing strategies through emails to previous customers.

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. A second example of a rhetorical situation Sephora uses is the website design of their online stores. If customers cannot go to a physical store, they can sign in or register on the website to buy the product and on the website, there are lots of advertisements. These encourage people to buy more. In addition, on the website, they always highlight the words Free. They also offer free samples and tell people what the new products are. For the online store, they also offer free shipping on orders if over $50 and three free samples with every online purchase. All of these things can serve the purpose to increase the sales and keep the customers. Below the two images from the online store, which clearly show the words free and the samples, so the customers can select.

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A third rhetorical situation also important in Sephora is Beauty Insider program. If people buy a product, they can get a card to get some free products in their next purchase. The following image shows the company’s introduction to beauty insider program, they say: product addiction can be a very beautiful thing. In other situation, addiction is negative thing. For example, people always say cell phone addiction, which means very strong desire or need for it. However, in this situation, addiction is shown as positive because if people are addicted to the beauty product, they will try it and be more beautiful. As a result, it could increase the sales and keep the customers.

Effectiveness of Sephora The effective about the ways an organization is famous people make the product popular. Many beauty products are famous by the actors or famous people. They use it and they say there is magic effect if people use it. As a result, many people want to buy it. Sephora customers are middle class or upper class because in store there are many luxury goods, such as Dior or Channel. A typical consumer is female because women cared about the beauty product and they always want to try new product. Many males want to buy gift from this store for significant people. These consumers are enjoying these products and they do not mind spend too much money on this store. Although there are many similar cosmetic stores, such as Ulta, Ulta cannot deliver the unique value to its customers. Sephora also offered some own brand, such as the facemask and beauty product.

Another strength of Sephora is open shelf environment, which encourages exploration and experimentation. Even if they do not want to buy it, consumers free to try the product. However, in other cosmetic store, if the consumer does not want to buy, they cannot touch, smell and apply any product. In Sephora, consumers can apply any product and sales staff can introduce some new brand product and encourage them to buy it. In store, they do not have too much advertising and they do not even an advertising agency. They depended on the online marketing. For example, Sephora stores offered express services and has mini-lecture to consumers. They also offered makeup sessions with a minimum purchase. Sephora also has Beauty Insider rewards program. The purpose of this program collected points with every purchase. If the customer purchases many products, they could receive a special gift on their birthday. For the online store, the customer can receive the email if there is new brand in store, so customer can know which is suitable for her/him. There is new digital makeover in store. They have digital presence since 1999. For example, if you try to find a moisturizer, you do not know your skin type. The seller can help you to try

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and help you to search down. The purpose for this technique product is helping you to find the suitable product. The purpose is increasing the sales and keeps the customers. For online store, Sephora also serve many opportunities. People buy thing online, so they do not know the production and do not know is it suitable for their face, so Sephora make it online and check your face type. The website asked some questions that are related to your face type. After you answered the question, you could know which product is suitable for you. All of these effective things can increase the sales and keep the customers. Ineffectiveness of Sephora The ineffective about the ways an organization is there are many similar cosmetic stores. For example, the Ulta focused on the affordable product and has itself as a threat to Sephora. Ulta also provided special value to their shoppers. The customers can save money if they purchase at Ulta. Another weakness of Sephora is price of the product. Compared to other stores, Ulta has affordable product and there are approximately 400 stores in America. According to the statistics, there are about $1.5 billion sales. From 2006-2010, it has growth by 20%. They carry many similar cosmetic stores, such as Sephora. In Ulta store, they offered hair styling and skin treatment, beauty brow bars, so you get your eyebrows waxed. Ulta also offered discount and email about the product. However, Ulta spend money on the advertising, such as magazines, blogs and special interest organization. It could help the store has successful sales. Compared the Sephora, it has no big sales and many famous brands. There are many competitors because there are many cosmetic stores in America. The big competitor is Ulta. Macy’s has own cosmetic store. However, there are also some online beauty stores. It can be threats to Sephora. If they cannot make the store more creativity, it is also be a threat to them. Conclusion: Sephora is a good cosmetic store, which include different brands. People can try whatever they want and find a suitable product. The price is good because it included low price and higher price product. The company has many strengths, which can keep their customers and increase the sales.

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Works Cited:

About Us | Sephora. (n.d.). Retrieved September 27, 2015.