Demographic Info:
- Age: 12-40 years old
- Gender: Majority females
- Location: Typically, in cities or suburban areas, they are common in shopping malls.
- Education: No education level is needed to be a customer
- Occupation: Probably middle class
- Marital Status: Any relationship status
- Household Size: Any size fits
Psychographic Info:
- Attracts people who like to enhance their appearance. A lot of people interested in social media use Sephora products. Hobbies could be related to fashion or the arts. Most likely care about their appearance or social status. People who like self-care.
Behavioral Info:
- A lot of Sephora customers order online. About 40% of their revenue comes from online. Sephora has the majority of its marketing digital and partners with social media influencers to expand its audience. Customers usually shop in shopping malls or centers and like trendy stores. Customers typically use Instagram or TikTok to become aware of Sephora.
Goals:
- Usually have short-term goals of looking good for an event or even just feeling better and more confident. A lot of customers have long-term goals of prolonging their aging with beneficial skin products. Sephora’s offering does help with these goals because it sells an array of products that can offer short-term confidence or benefit you in the long run.
Objections and Concerns:
- The price could be the biggest barrier for customers because they have very pricey items that could make it hard for people to buy from them. A lot of people often ask if there are any dupes for the products that would be cheaper.
Quotes and Real-Life Examples:
- Customer Quotes:
- “No help from employees during a 20 minute search in the store, no one even said hello, let alone offered help.” – Andrii
Based on the Customer Persona, we can infer that a typical customer looks like this:
Customer Persona:
Name: Bria
Age: 22
Occupation: Pilates Instructor / Student
Goals: To enjoy life with her friends and family while balancing school and work. She wants to make a lot of memories while enjoying her youth. Wants to eventually run her own Pilates studio.
Challenges: She has a tight budget, being a college student, so she cannot always splurge on Sephora products. She is stressed a lot because of school.
Personality: She is more on the reserved side. She is not outgoing, but has a great, smaller group of friends with whom she does everything. Has a lot of determination to graduate with a business degree and then have her own Pilates company. Very optimistic person.
Sources:
https://www.inside-sephora.com/en/about-sephora