.Sephora chief executive officer Martin Brok is redefining the future of prestige beauty.
One month after Brok started at Sephora, France went into a serous lockdown. “That was pretty difficult,” he said. “But the good news is what the pandemic has brought about is really a change in the industry as a whole.”That involves a shift in how the consumer perceives beauty and well-being — exercise, nutrition and sleep included.
As the competition in the beauty retail and brand scene intensifies, Sephora executives have mined what’s at its core. They spent time with the retailer’s founder Dominique Mandonnaud, a meeting Brok called “super inspiring, but also good validation.” Sephora’s third superpower is community, which continues to play an increasingly vital role. The retailer operates across 36 countries and has built a fanbase of 165 million consumers. On a daily basis, Sephora engages 6 million consumers both in store and online.
So is a seamless consumer experience that ingrates the physical and virtual spaces. An app, for instance, doesn’t just play a role on the phone, but in store, too. A consumer in a brick-and-retail environment might be researching and choosing products through the app then picking them up and paying for them offline.
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