美国著名美妆品牌丝芙兰Sephora市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMER&

BRANDBrand

KPIs

for

beauty

&

healthonline

shops:

Sephora

in

theU.S.Consumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandDuration:

approx.

15

minutesbenchmark

abrandsperformance

againsttheindustry

Language:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeoverall

and

theircompetitors.Ourdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

4,980Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Sephoras’

performance

inthebeauty&healthonlineshopsmarket.Fieldwork:September

2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Sephora

maintains

its

market

relevance

by

continually

captivating

youngergenerations

with

many

willing

to

stay

loyalIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•

Sephora

isabrandforthe

younger

generation,

with

•

Sephora

excels

above

the

industryaverage

inallkeyMillennials

the

most

likely

tofeel

anaffinityto

thecurrent

brandingstrategyperformance

indicators•

Sephora

isinthe

Top

performing

brandsfor:•

Women

aremore

likely

to

likeSephora

asabrand•

Awareness•

Popularity•

Usagethan

men•

Sephora

hasaproportion

of

LGBTQIA+users

thatclosely

alignswith

the

industryaverage•

Loyalty•

Sephora

tendstoattractconsumers

fromthehigh-income

bracketBuzz••

It’sgenerally

people

innuclearhouseholds

thatlike•

Sephora

showcases

exceptional

customer

loyalty,Sephorasecuring

the

1st

position

inthiscategory•

Sephora

holdsthe5thposition

incategories

likeawareness,

popularity,and

media

buzz,whilesecuring

the

8thspot

interms

ofusage3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4A

significant

portion

of

beauty

&

health

online

shoppers

in

the

U.S.

is

familiarwith

SephoraBrand

profile:

snapshotSephoras’

brandperformance

withintheindustry

of

Americanonlineconsumers78%56%36%28%26%23%22%18%18%15%AwarenessPopularityUsageLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onbeauty

&health

online

shops

awareness,popularity,

usage,loyalty

and

buzz

by

brand;

Multi

Pick;Base:n=1,027,

respondents

who

have

used

beauty

&health

online

shopsConsumer

Insights

Global,

asofSeptember

2023Sources:Sephora

is

popular

among

the

younger

generations

in

the

beauty

&

healthonline

shops

marketBrand

Profile:

consumer

demographics

(1/3)Sephora

resonates

well

with

theyounger

generations,inparticular,Millennials.

45%

of

Millennial

consumerswho

arebeauty

&healthonline

shoppers

arefansofSephora

compared

to41%

ofMillennials

who

know

anybrandsinthebeauty

&healthonline

shopsmarket.Generation

of

consumerswho

likeSephora45%41%Gen

Xers

and

Baby

Boomers

are

lesslikely

to

feelpositively

towards

Sephora

with

23%

and

8%

sayingthey

likethem,respectively

lower

thantheindustryaverage.26%24%23%22%11%8%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryusers6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestobeauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;Base:n=385,

Sephoraenthusiast,

n=1,117,

beauty

&health

online

shop

usersConsumer

Insights

Global,

asofSeptember

2023Sources:Women

are

more

likely

to

like

Sephora

as

a

brand

than

menBrand

Profile:

consumer

demographics

(2/3)GenderofSephora

fansTheGender

splitbetween

brandenthusiastsof

Sephora

shows

womenaremore

likely

to

haveanaffinity

withthebrandover

men,compared

to

theIndustryaverage.LGBTQIA+status

ofSephora

fansSephora

boastsaproportion

ofLGBTQIA+

shoppers

thatclosely

alignswith

the

industryaverage

forbeauty&healthonline

shoppers.10%11%34%49%51%10%

ofSephora

shoppers

considerthemselves

to

bepartof

theLGBTQIA+community

compared

to11%

overallaverage.

ItappearsthatSephora

hasattracted

diverse

audiences

and

isexploring

opportunities

intargetinguntapped

demographics.66%

ofwomen

likeSephora

comparedtojust

34%

of

men,whereas

theindustryaverage

forbeauty&health

onlineshoppers

shows

that51%

of

womenshop

atbeauty

&healthonline

shopscompared

to

49%

of

men.89%86%3%66%1%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

beauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=385,

Sephoraenthusiast,

n=1,117,

beauty

&health

online

shop

usersConsumer

Insights

Global,

asofSeptember

2023Sources:It’s

generally

people

in

nuclear

households

that

like

SephoraBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aSephora

shopper

Householdtypevaries

from

thatoftheaverage

beauty

&13%

ofSephora

shoppers

are

fromsinglehouseholds.

Couples

areslightlymore

likely

touseSephora

than

otherbrandsandforthenuclearfamily,itisthehighest.13%19%healthonline

shopper.

Specifically,45%Singleof

Sephora

shoppers

belong

to

thehigh-income

group,compared

to

anoverallindustryaverage

of40%.Therefore,

Sephora

isabrandthattendstoattractconsumers

fromhigher-income

groups.40%29%45%17%15%Therefore,

with

thenuclear

householdmarket

wrapped

up

Sephora

may

wanttoconsider

opportunities

and

targetadvertising

atsinglehouseholds.Couple35%30%Nuclear

familySingleparentOther28%27%10%10%31%25%26%Brand

enthusiastHighIndustryusersMediumLowBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

beauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=385,

Sephoraenthusiast,

n=1,117,

beauty

&health

online

shop

usersConsumer

Insights

Global,

asofSeptember

2023Sources:Consumers

who

like

Sephora

take

sustainability

more

seriously

than

consumersin

generalBrand

profile:

attitudesWhat

do

consumersthink

ofbeauty

&healthonlineshopsin

general?36%

ofconsumers

wholike

Sephora

say

theyare

well

informed

when

itcomes

to

beauty

&healthonline

shopsand24%

of

these

consumers

saythattheycan’timaginetheir

lifewithout

beauty

&healthonline

shops.

Thiscompares

toamarket

average

of

25%

and17%,

respectively.How

doespriceeffect

theirdecisions?24%

ofconsumers

wholike

Sephora

say

alow

priceis

more

important

than

high

qualitywhen

itcomes

tobeauty&healthonlineshops,compared

to

market

average

of22%.Do

consumerstrusttheirbeauty&healthonline

shops?Relying

onbrandsconsumers

knowandtrustwhen

itcomes

tobeauty&health

onlineshopsisimportant

to50%

ofconsumers

wholike

Sephora,compared

tothemarket

average

of

36%.Do

beauty&healthonline

shopsneed

toinnovate

tostay

relevant?45%

ofshoppers

wholikeSephora

say

beauty&health

onlineshopsexcites

themwith

47%

confirming

they

liketotryoutnew

andinnovativebeauty&healthonline

shops.Thiscompares

to

amarket

average

of

30%

and

33%,respectively.How

important

issustainability

toconsumers?According

to35%

ofshoppers

who

likeSephora,

sustainabilityisimportant

when

itcomes

tobeauty&healthonlineshops,compared

to

market

average

of27%.9Notes:“Which

ofthese

statements

about

beauty

&health

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comes

tobeauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=385,

Sephoraenthusiast,

n=1117,

beauty

&health

online

shop

usersConsumer

Insights

Global,

asofSeptember

2023Sources:CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Sephora

performs

better

than

the

industry

average

in

all

categoriesBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthebeauty

&healthonlineshopsmarketWhen

itcomes

to

beauty

&healthonline

shops,theaverage

awareness

forabrandintheU.S.

is

52%.Awareness

ofSephora,

however,

is

significantlyhigherat73%.Awareness80%With,42%

of

American

beauty&healthonlineshoppers

sayingthey

likeSephora,

Sephora

finds

itselfhigherthantheaverage,

35%,

forpopularity.BuzzPopularity29%

ofbeauty

&healthonline

shoppers

intheU.S.

saytheyuseSephora,with

theaverage

usageof

abrandat26%.88%

ofSephora

shoppers

say

theywould

usethebrandagaincompared

toanaverage

loyalty

score

of76%.Sephora

ismore

likely

to

beseen

inthemedia

thanother

brands,with

a“Buzz”score

of33%

compared

toanaverage

of

28%.LoyaltyUsageBrandIndustryaverage11

Notes:Sources:Beauty

&health

online

shops

‘awareness’,‘popularity’,

‘usage’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

allrespondents

(awareness),

n=916,

respondents

who

know

the

individual

brand

(popularity),

n=916,respondents

who

know

the

individual

brand

(usage),

n=265,

respondents

who

have

used

the

individual

brand

(loyalty),

n=916,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sephora

wasthe

fifth

most

recognized

brand

in

the

beauty

&

health

onlineshops

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSephoraRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.1WalgreensCVS87%87%84%77%73%73%54%50%45%44%227%3Bath&BodyWorksRiteAidOutofrespondents

whousethebeauty&healthonlineshops73%

were

aware

of

Sephora.

Thisranksthemin5th

placecompared

tootherbrandssurveyedinthisindustry.45SephoraThebrand

leading

thisKPI

is

Walgreens

who

scored

anawareness

ratingof87%.6ULTA7Mac

CosmeticsTheBodyShopIPSY73%89AwareNot

aware10AmwayNotes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Consumer

Insights

Global,

asofSeptember

2023Sources:Sephora

secures

the

fifth

spot

for

most

popular

brand

in

the

beauty

&

healthonline

shops

marketBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSephoraRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

beauty

&healthonlineshops,which

of

the

following

brandsdoyou

like?”.1Bath&BodyWorks59%48%45%44%42%42%36%35%33%32%2ULTAOutofconsumers

who

knew

thebrand

42%

saidtheyliked

Sephora.

Thisranksthemin5th

placecomparedtootherbrandssurveyed

inthebeauty&healthonlineshopsmarket.3CVS42%4WalgreensSephora5Bath&Body

Works

who

scored

apopularity

ratingof59%

secures

the1st

spot

followed

by,ULTAinthe2ndwho

scored

48%.

Sephora

holdsarespectable

5thposition

interms

of

popularity,showcasing

itsstrongpresence

andappealinthebeautyandhealthonlineshopsmarket.58%6ColourPopMac

CosmeticsDermstoreFragranceNetLUSH789LikeDonotlike10Notes:“When

it

comesto

beauty

&health

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=916,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Sephora

seals

the

eighth

position

for

being

the

most

used

beauty

&

healthonline

shop

by

consumersBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSephoraRank#

BrandUsage

%47%Afterpopularity,we

want

tocover

thevalueactiongapsoastounderstandifthe

brandwas

alsothenbeingused,we

asked

each

respondent:

“When

itcomes

tobeauty&healthonlineshops,which

of

thefollowingbrandshaveyou

usedinthepast12

months?”.1Bath&BodyWorks2CVS38%29%3WalgreensULTA38%Outofconsumers

who

knew

thebrand

29%

saidtheyused

Sephora.

Thisranksthemin8th

placecomparedtootherbrandssurveyed

inthisindustry.435%5DermstoreColourPopFragranceNetSephora32%Bath&Body

Works

who

had

ausagescore

of

47%

isinthe1st

placefollowed

by,CVSwho

scored

38%.

Despiteitsstrong

brandreputation,Sephora

ranks8th

interms

of

usage.

Thissuggestspotential

challenges

inactualuserengagement,

possibly

dueto

evolvingmarket

dynamicsand

increased

competition.632%730%71%829%9Mac

CosmeticsAmway27%UseDonotuse1026%Notes:“When

it

comesto

beauty

&health

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=916,

respondents

who

know

the

individual

brand

(usage)Consumer

Insights

Global,

asofSeptember

2023Sources:Interms

of

loyalty,

Sephora

had

the

most

loyal

consumers

in

the

beauty

&health

online

shops

marketBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSephoras’

consumersRank#

BrandLoyalty

%88%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

beauty

&healthonline

shops,which

ofthefollowing

brandsareyou

likely

touseagaininthefuture?”.1SephoraULTA12%288%3Bath&BodyWorksWalgreensAmway85%484%Outofconsumers

who

used

Sephora

88%

said

theywould

usethebrandagaininthefuture.Thisranks1stposition

compared

to

other

brandssurveyed

inthebeauty&healthonlineshopsmarket.582%6CVS80%7Mac

CosmeticsIPSY77%ULTAwho

scored

aloyalty

score

of

88%

isinthe

2ndspot

followed

by,Bath&Body

Works

who

scored

85%.Sephora,

atthe

forefront,

exemplifies

thetrust,satisfaction,and

enduring

customer

relationships

ithascarefully

nurturedover

the

years.876%88%Not

return9Morphe76%Loyal10Vitacost75%Notes:“When

it

comesto

beauty

&health

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=265,

respondents

who

have

used

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Sephora

wasthe

fifth

most

heardaboutbrand

in

the

media

in

the

beauty

&health

online

shops

marketBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofSephoraRank#

BrandBuzz%42%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Bath&BodyWorks2CVS37%33%3ColourPopULTA36%Outofconsumers

who

knew

thebrand

33%

saidtheyhadheardaboutSephora

inthemedia.

Thisranks5thplacecompared

to

other

brandssurveyed

inthebeauty&healthonlineshopsmarket.435%5SephoraDermstoreFabFitFunBirchboxWalgreensIPSY33%632%Thebrand

leading

thisKPI

is

Bath&Body

Works

whohadabuzzscore

of

42%.

Followed

by,CVSwho

scored37%.

Sephora,

positioned

atthe5thspot,maintainsanotablepresence

inthemedia,but

there

are

brandsthatgenerate

more

buzzand

attentioninthebeauty

&healthonline

shopsmarket.67%731%829%929%BuzzNobuzz1028%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=916,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.With