PP 1 - Demographics
Sephora is a widely acclaimed beauty giant, and rightfully so. This company has left an imprint on the cosmetic and skincare industries in the best way. Through its expansive product range, well-informed beauty consultants, and commitment to fostering self-expression, Sephora has established itself as a beloved haven for beauty enthusiasts all over the world. Taking a dive into Sephora's statistics, they shed light on its unmatched influence and significance. Sephora offers irresistible gift cards and personalized beauty gift bags that offer insight into the world of Sephora. Sephora targets young women, especially those in the middle to upper- classes. According to Statista, in April 2023, the most views on the Sephora website came from ages 25 to 34. This age group accounted for almost a third of the people who visited their website. The other popular age group is 18- to 24-year-olds, who make up 28 percent of the websites they use.
Social media works in many beneficial ways for a company like Sephora. Sephora has just had a record-breaking year of sales. They hit $10 billion in sales in 2023, which has never been done in previous years, and I have a pretty good feeling that I know how they made this possible. Products that are sold in places like Sephora are posted a thousand times daily on social media. One video can cause a product to sell out in a matter of minutes. It is convenient to have the luxury of social media influencers trying products before we buy them, but that comes with a price. Unfortunately, that price comes with an age issue. Sephora's target age is around 18 years old and older, but, let's be real, anyone can shop at Sephora. Let us take a deeper dive into the issue.
In the last year or so, there have been many complaints of loyal Sephora customers no longer wanting to shop in store because of the younger Sephora shoppers. There are young girls, 14 or younger, seeing beautiful influencers post the latest beauty products and purchasing them because they are the new thing on the market. Older customers have stated that they are tired of having to maneuver around little girls in the store who are being immature and ruining their shopping experience. There has been word that in the future, Sephora will not let anyone under the age of 14 into the store without a parent. Looking at this situation from a different perspective, think about how much these young girls are spending at Sephora. Do you really think they are too upset about their new customers?
Children these days are so easily influenced by what they see girls using on social media without realizing what they are putting on their skin. I have a friend who has experienced her younger sister at the age of 12 qualifying for a Sephora credit card because she has spent enough money at Sephora to receive that luxury. At the age of 12, these girls have beautiful skin, and they naturally produce enough collagen to have beautiful skin, yet they are spending hundreds of dollars on skin care products that they quite frankly do not need. I have seen young girls that have products that I could not imagine paying for, and what blows my mind is that parents are paying for this stuff for their children. Little girls are starting to become influencers and making millions at such a young age for posting their skin care and makeup routines on social media, which honestly adds fuel to the fire.
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Personally, I do not think this is something that Sephora intentionally meant to happen. They have always had a little girl section with kid makeup and bath bombs, but they never meant for the younger audience to get into their higher-end products. Either way, this is a win-win for Sephora because they are making more money than they ever have.
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