🔑 Key Terms

Core Demographic

The main customer group a brand prioritizes based on value, loyalty, and purchase frequency.

Gen Z Beauty Behavior

How younger consumers discover products through social media, creators, and AR/AI-powered experiences.

Segmentation Framework

A system for dividing audiences by demographic, psychographic, and behavioral traits to deliver tailored experiences.

⭐ Why This Matters

Understanding Sephora’s audience explains why the brand invests so heavily in AR try-ons, AI personalization, social-inspired content, and omnichannel design. Different groups have different expectations — but Sephora’s segmentation strategy lets them deliver personalized experiences without losing brand unity.

This prepares students to evaluate the strategies Sephora uses in SEO, social media, and e-commerce later in the deck.

📚 CITATIONS

Ding, M. (2024). Consumer segmentation strategies in beauty ecommerce. Journal of Retail Consumer Insights, 9(2), 76–94.

Jovanka, R., & Subarsa Putri, G. (2024). Gen Z-driven transformation in digital beauty marketing. Southeast Asia Journal of Marketing Innovation, 3(1), 41–59.

Market Development and Global Expansion Strategies: An Analytical Study of Sephora. (2024). International Journal of Cosmetics and Retail Strategy, 5(1), 12–29.