Target Market Insights

Sephora’s target market is primarily middle to upper middle-class women between the ages of 18-35 years old. In a 2016 survey, 74 percent of Sephora shoppers were Millennials, while 43 percent of consumers were aged 18 to 24 years old. Customers are women who value quality cosmetics, skincare and fragrance products and are more likely to pay a medium to high price range for “premium” beauty. Customers are usually avid and consistent make up users. Customers are willing to pay more to have their skin, hair and body feeling and looking its best.

 

In terms of social media, Sephora’s target market are active users on Instagram, Facebook, YouTube, Snapchat and Pinterest. 

 

In terms of geographic segmentation, Sephora has multiple stores around the world. Most stores are located in primarily metropolitan and larger suburban areas. People living in small suburban areas won’t be in Sephora’s target market due to the long distance one would have to drive to shop at a Sephora store.

In terms of psychographic segmentation, Sephora’s ideal customers are well invested to feeling and looking good. These customers are usually women who spend a reasonable amount of time applying make-up and keeping up their physical appearance. Customers are usually routine make-up users rather than occasional beauty product or make-up users for special occasions. These consumers are younger, fashionable, urban, technologically savvy people who keep up with the latest trends in beauty. Sephora shoppers are easily and heavily influenced by public perception and social influencers.