06.11.15
Ninety percent (90%) of US prestige beauty-buying women surveyed say they shop at Sephora retail stores, Sephora.com, or both either occasionally or regularly. Millennials (age 18-34) represent the largest group of dual buyers, with 69% saying they shop in store and online both, compared to 59% of Gen-Xers (age 35-49) and 49% of Boomers (age 50+.)
These findings and hundreds of others were unveiled at HBA Global Expo inside the 2015 PinkReport: The Sephora Shopper, The Benchmarking Company’s newest beauty consumer research study and the company’s largest and most comprehensive study of the year.
The 2015 PinkReport: The Sephora Shopper gives beauty brands a unique and personal perspective on each generation of consumer who shops at the beauty retail giant, whether they shop in-store or at Sephora.com. The Report delves deeply into her shopping habits, purchase influencers, buying patterns, spending triggers, as well as her affinity for Sephora’s loyalty program, her use of technology pre-purchase and in-store, brands she buys and loves most, and the reasons she goes over her intended budget at Sephora, time and time again. The Report also provides advice for beauty brands that want to sell at Sephora in a bonus section.
“Sephora is widely recognized as one of the most well-known and loved prestige beauty retailers,” said Denise Herich, co-founder of The Benchmarking Company. “Our goal with this PinkReport was to get to the bottom of the Sephora consumers’ relationship with the retailer, detailing her motivations, desires, and buying triggers so that beauty brands that sell there can know more about this consumer to understand how best to engage her for sales success.”
A sampling of study findings include:
Millennials (age 18-34) represent the largest group of dual buyers, with 69% saying they shop in store and online both, compared to 59% of Gen-Xers (age 35-49) and 49% of Boomers (age 50+.)
Boomers (76%) and Gen-Xers (74%) have shopped Sephora for 3-10+ years, with 69% of Millennials shopping at Sephora during that time span.
Millennials rank Sephora’s loyalty program as a stronger motivator than their counterparts, with 44% citing the Beauty Insider as an important reason they shop Sephora.
Millennials spend the most time at Sephora, and they buy the largest amount of basic skincare products there, even if Gen-Xers have the highest spending power.
61% of Sephora in-store shoppers and 55% of Sephora.com shoppers rank “carries brands that I know and trust” as a top reason to shop these outlets.
86% of women buy Sephora branded products, generally citing that they believe Sephora branded products are of the same or higher quality than other brands sold at Sephora.
Three quarters of Sephora shoppers (75%) are Beauty Insider card holders. More impressively, 9 out of 10 women open their Beauty Insider emails and overwhelmingly report that they are enticed to buy a product, research reviews, browse online or take advantage of special bonus point offers.
Sephora may be her “go to” for prestige products, but she doesn’t think of Sephora as “grab and go.”
Nearly one-quarter of Sephora shoppers spend 41 minutes or longer in the store shopping and 45% spend 21 to 40 minutes shopping.
More than 80% of women note they usually purchase more products per visit at a Sephora than they do at any other beauty counter or store.
Women are responding to Sephora’s targeted ads, beauty tips and “recommended for you” campaigns in force with high purchase rates, with 77% noting these communiqués always (17%) or often (60%) result in a purchase.
These findings and hundreds of others were unveiled at HBA Global Expo inside the 2015 PinkReport: The Sephora Shopper, The Benchmarking Company’s newest beauty consumer research study and the company’s largest and most comprehensive study of the year.
The 2015 PinkReport: The Sephora Shopper gives beauty brands a unique and personal perspective on each generation of consumer who shops at the beauty retail giant, whether they shop in-store or at Sephora.com. The Report delves deeply into her shopping habits, purchase influencers, buying patterns, spending triggers, as well as her affinity for Sephora’s loyalty program, her use of technology pre-purchase and in-store, brands she buys and loves most, and the reasons she goes over her intended budget at Sephora, time and time again. The Report also provides advice for beauty brands that want to sell at Sephora in a bonus section.
“Sephora is widely recognized as one of the most well-known and loved prestige beauty retailers,” said Denise Herich, co-founder of The Benchmarking Company. “Our goal with this PinkReport was to get to the bottom of the Sephora consumers’ relationship with the retailer, detailing her motivations, desires, and buying triggers so that beauty brands that sell there can know more about this consumer to understand how best to engage her for sales success.”
A sampling of study findings include:
Millennials (age 18-34) represent the largest group of dual buyers, with 69% saying they shop in store and online both, compared to 59% of Gen-Xers (age 35-49) and 49% of Boomers (age 50+.)
Boomers (76%) and Gen-Xers (74%) have shopped Sephora for 3-10+ years, with 69% of Millennials shopping at Sephora during that time span.
Millennials rank Sephora’s loyalty program as a stronger motivator than their counterparts, with 44% citing the Beauty Insider as an important reason they shop Sephora.
Millennials spend the most time at Sephora, and they buy the largest amount of basic skincare products there, even if Gen-Xers have the highest spending power.
61% of Sephora in-store shoppers and 55% of Sephora.com shoppers rank “carries brands that I know and trust” as a top reason to shop these outlets.
86% of women buy Sephora branded products, generally citing that they believe Sephora branded products are of the same or higher quality than other brands sold at Sephora.
Three quarters of Sephora shoppers (75%) are Beauty Insider card holders. More impressively, 9 out of 10 women open their Beauty Insider emails and overwhelmingly report that they are enticed to buy a product, research reviews, browse online or take advantage of special bonus point offers.
Sephora may be her “go to” for prestige products, but she doesn’t think of Sephora as “grab and go.”
Nearly one-quarter of Sephora shoppers spend 41 minutes or longer in the store shopping and 45% spend 21 to 40 minutes shopping.
More than 80% of women note they usually purchase more products per visit at a Sephora than they do at any other beauty counter or store.
Women are responding to Sephora’s targeted ads, beauty tips and “recommended for you” campaigns in force with high purchase rates, with 77% noting these communiqués always (17%) or often (60%) result in a purchase.