Sephora Collection Noted for Its Long History and Iconic Value Beyond Cost-Effectiveness
Bold Beauty Adventure... Meeting Customer Needs with Diverse Shades, Formulas, and Quality
[Asia Economy Reporter Lee Seon-ae] It is the golden age of private brand (PB) cosmetics. PB (Private Brand), which means a brand that retailers independently handle everything from product planning and development to distribution and sales, has already become a familiar concept to consumers.
In particular, over the past few years, various distribution sectors including H&B stores, large supermarkets, convenience stores, and department stores have launched cosmetic PB brands, successfully settling in and entering a fierce competition phase. Now, in the PB brand market where brands must appeal to consumers with new charms beyond cost-effectiveness, there is a brand that draws attention by embedding a long history and unique identity, considered the originator of cosmetic PB brands. That is Sephora Collection, the private brand of the large beauty retailer Sephora, which has stores in 35 countries worldwide.
Innovative Beauty Together Through the Era from 1996 to 2020
Sephora Collection is Sephora’s private brand that started in 1996 and continues to this day. It was created to embody Sephora’s values and expertise and to expand its diverse product range. Following Sephora’s philosophy that values vibrant beauty experiences, Sephora Collection embraces the values that ‘beauty should be playful (PLAYFUL)’, ‘trustworthy (TRUSTFUL)’, ‘bold without boundaries or rules (FEARLESS)’, and ‘energizing with endless pursuit of newness (ENERGIZING)’.
As long as its history, its lineup is also solid. It boasts an overwhelming number of products as a PB brand with over 1,300 diverse items covering all categories from skincare to color cosmetics, hair and body care, and beauty tools. True to Sephora’s encouragement of free-spirited and varied attempts, many products feature bold and fun formulas, color shades, and packaging rarely seen in other brands. Items such as stick-type masks, color hair sprays, and lip products with a metallic finish are attractive to those seeking beauty challenges.
Most products are priced under 30,000 KRW, making them perfect for overseas brand beginners and consumers looking for products that are special in color or use while being reasonably priced.
Global Sephora Network and Solid Beauty Experience Capturing Trends & Quality Simultaneously
Sephora Collection fully leverages the advantages of the large beauty retailer Sephora. Through Sephora’s network of stores worldwide and 40,000 on-site staff including beauty advisors and professional teams, it can quickly identify and respond to popular item groups in countries such as Europe, the U.S., Russia, and China. Another great advantage is the ability to check consumer reactions through both online stores and physical stores and quickly make improvements.
Since it must be competitive even compared to brands housed within Sephora, efforts are made to produce safe and high-quality eco-friendly products. Like luxury beauty brands Dior, Givenchy, and Kenzo within the LVMH (Louis Vuitton Mo?t Hennessy) group, Sephora Collection is produced under strict standards. It must pass rigorous evaluations including supplier selection, internal assessments, quality control, safety evaluations, and consumer reviews, so product launches take between 18 to 24 months.
Towards a More Innovative and Dynamic Brand
Sephora continuously releases new products for Sephora Collection. By collaborating with other industries such as fashion and stationery, it plans to expand the lineup and offer consumers a fun and bold beauty adventure.
Sephora is also actively promoting Sephora Collection through online and offline channels. In particular, global influencers such as YouTubers and models have been selected as Sephora Collection crew members, and content creation and social media are being used to promote Sephora Collection more actively.
It has been about 10 months since Sephora landed in Korea. Among the many brands housed, Sephora Collection is gaining attention as the most Sephora-like product and is becoming a product created by Sephora and loved worldwide.
Sephora Collection
Moisturizing Skincare, Precise Makeup, Refreshing Haircare
Gentle and moisturizing skincare products that keep the skin healthy are always popular items. The ‘Ultra Glow Serum’ quickly supplies moisture and imparts radiance, helping the skin texture look supple and smooth. It is composed of 97% naturally derived ingredients and contains natural vitamin C and vitamin E to brighten the skin tone. Natural peptides for moisturizing are effective in combating dryness.
For those who pursue their own unique style full of personality, easy-to-use yet highly pigmented and precise color cosmetics are always welcome. The ‘Colorblock Liner ? Colored Felt Liner’ is perfect for those who want a sleek and precise eyeliner without any fuss. Its very thin tip is flexible yet precise, helping to easily draw the desired line. The ‘Feline Instinct Wild Nude Edition’ is an eye palette with an impressive wild leopard print package. It contains 12 intense colors inspired by the various faces of a predator.
The ‘Instant Coconut Hair Mask’ is a mask product rich in coconut oil that nourishes dry and rough hair. It provides easy and effective results, and the scent of coconut oil keeps you feeling good all day long. Sephora Collection’s ‘Dry Shampoo’ maintains fresh and matte hair without water. It absorbs excess oil and removes unpleasant odors.
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