Sephora DMA Keynote Gives Only a Superficial Picture.
Sephora global chair and CEO Jacques Levy knows his brand inside and out. And his French accent certainly sounds charming. But his DMA:2010 presentation on the cosmetic’s mega-retailer as e-commerce titan made rock star
Bret Michaels’ affable keynote yesterday look like a direct marketing master class.
Sure, there was a lot of interesting background on Sephora. The company does a third of its business in the United States, a third in France and a third in the rest of the world. It has close to 1500 stores and “corners” (presences within other retailers like JC Penney) in 25 countries.
The brand tries hard to differentiate itself, said Levy, citing products developed specifically for the chain as an example of how it does that. Sephora also searched out niche, boutique brands to showcase
