VS

INTRODUCTIONINTRODUCTION

• The French buys for 162 euro of products of perfume shop, of hygiene or beauty a year.

• That it’s a world record.• Séphora and Marionnaud are the two

first chain of perfume shop in France.• 25% of the market share for Sephora.• 23% of the market share for

Marionnaud.

PLAN• History of Sephora and Marionnaud

• Concept

• Products

• Communication

• Client’s opinion

Sephora’s HISTORY

• Sephora was created in 1969 by Dominique Mandonnaud

at Limoges.• From 1979 Dominique Mandonnaud opens

about 10 new shops named Shop 8 and become established in the Paris region in

1988.• In 1991, he acquire the 38 shops• In 1994 Sephora become group’s name. • In 1996, Sephora open the biggest perfume

shop of the world on the Champs Elysées

Marionnaud’s HISTORYMarionnaud’s HISTORY

• Bernard Marionnaud is a family company.

• Marcel Frydman (73 years old) decided 20 years ago to buy a perfume shop for his wife with only 100 000 Francs.

• He was very interested in this shop and desired to buy more shop to make more profit.

• He bought in 1996 the firm Bernard Marionnaud.

• Widely store entrances open on the street.

• Playful place

• Clients can test products without to be bother by sellers

• There is beauty advices, make up lesson and free cares in a in a place of the shop called « beauty bar ».

Sephora’s CONCEPTSephora’s CONCEPT

•Lipsticks is COMPULSORY

•Black clothers

DRESS CODEDRESS CODE

•Tie her hair

Marionnaud’s CONCEPTMarionnaud’s CONCEPT

• For 10 million euro, 76 perfume shops were already relooked.

• A new customer route was established with a code colors declined on the tone of that of the sign(brand).

• The aim : to develop impulse buyings.

PRODUCTSPRODUCTS

PRODUCTSPRODUCTS

COMMUNICATIONCOMMUNICATION

• www.sephora.fr

• Propose to his customers luxury items.

• Practical and functional.

• It presents a complete range of products:

http://www.youtube.com/watch?v=3kF1d5bwzGc&feature=related

http://www.youtube.com/watch?v=-fVAWgAn0z8&feature=fvwrel

• www.marionnaud.fr

• The new version ( V4) of the site Marionnaud proposes a complete range of products

• A pleasant visit and especially the possibility of buying on-line

• During his visit on Marionnaud.com, the client can make a search about fragrance and has informations which is not available in store.

COMMUNICATIONCOMMUNICATION

• Lien internet!

Client’s opinionClient’s opinion

•Luxury, calm and voluptuousness perfume shop.

•Sellers weren’t always qualified but pretty and distinguishes in their uniform

•Comfortable shop

•When there isn’t free samples, they offer handbag mirrors, make up brush etc.

CCClient’s opinionClient’s opinion

• Family atmosphere

• Sellers close to their customers, nice and more competent

• Advantageous loyalty card with a great deal of checks of reductions when you buy anything, everything is recorded on the card.

• They always have miniatures, and sellers give samples without buying.