Alert: Packaging World now enhanced for the iPad and iPhone. Watch a quick video preview
Article |

Sephora masters the store-as-brand concept

From specialty products with sleek packaging and personality to its store-within-a-store concept, this retailer develops close relationships with its loyal customer base.
Print Reprint
FILED IN:  Applications  > Personal care  > Cosmetics
     

What makes some stores a magnet for drawing shoppers who linger while others seem to attract shoppers who get only what they need and exit the store quickly? Retailers that have a knack for enticing shoppers to spend more time wandering up and down their aisles understand one important thing: It’s more than just the products sold on its shelves. The store itself is the brand.

Visit a Sephora store to see a great example of the store-as-brand strategy in action. But first, check out what the 468 Retail and Channel Management Blog has to say about Sephora. It’s a department store format with a specialty store feel. Each brand has its own store within a store, and shoppers can select from more than 250 brands of cosmetics.

The selection includes BORBA, a beauty brand that integrates natural technology in beverages and confections. This well-packaged brand is representative of the health and wellness selections that can be found on Sephora’s shelves and which make the stores a shopper destination.

What also makes the store-as-brand concept appealing for consumer? Lots of personality and exclusivity. Check out the multiple personalities of cosmetic gift sets created for Sephora by Paris-based Bourjois. The packaging is eye-popping.

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

Newsletters

Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST
PACKAGE DESIGN/DEVELOPMENT
Each newsletter ranges in frequency from once per month to a few times per month at most.