Sephora's influencer scale is shocking ⚡ Sephora has been explosive over the last 2.5 years hitting $1.1 BILLION in EMV just in the US in 2023 (up from $659M in 2021). They are more than double the second closest beauty retailer who is at $476M in EMV and it's hitting their bottom line. LVMH's selective retailing division, which is led by Sephora, reached $19.7 billion in revenue in 2023 📈 +25% organic growth from last year with a staggering 76% increase in profits. ---- A few key 🗝 factors I've observed driving Sephora’s social success 🗝 It’s invested heavily in building a passionate community of loyal brand fans through programs like the Sephora Squad and it inspires its community to create a prolific volume of content around its new offerings, annual sale hauls, and events (like Sephoria). 🗝 Their dominance in social has helped create their reputation as a "brand builder". Almost every beauty brand wants to be carried by Sephora. This gives them edge in selecting the best of the best for distribution. 🗝 Influencer's are primarily located in LA, NYC, London, Paris in that order. This also happens to be where Sephora has all of it's stores with over 50+ in just the broader LA area by my count. Being conveniently located in an influencer's backyard certainly has to help. ----- 📊 THE NUMBERS Last five years (U.S. Data): 2018: $599M EMV 2019: $656M EMV 2020: $703M EMV 2021: $659M EMV 2022: $820M EMV 2023: $1.1B EMV 🚗 Under the Hood | Sephora 2023 37k Creators, +10% 303k Posts, +6% 709M Engagements, +52% 16.1 BILLION Impressions, +85% YoY 📸 Top 3 EMV-Driving Social Channels: Instagram: $565M EMV, +13% YoY TikTok: $418M EMV, +93% YoY YouTube: $92M EMV, +12% YoY DATA INSIGHTS 👯 Strong EMV retention: retained creators collectively drove 80% of Sephora’s total EMV in 2023, and increased their contribution by 21% YoY. 👯 Sponsored content accounted for just 5% of Sephora’s total EMV in 2023. 👯 Micro-influencers (below 100k fans) made up 74% of Sephora’s creator community and 25% of the EMV. While influencers above 1M fans generated 34% of the EMV. 👯 Notably, 8 of Sephora’s top 10 EMV-driving creators in 2023 were the owned social channels of brands sold at Sephora, with Rare Beauty ranking #1 generating $32M EMV for the retailer across 814 posts. PART 2 NEXT WEEK - We look at the Sephora exclusive brands helping them dominate.
This store owns me.
🤯
Thanks for sharing, Conor Begley . Impressive results to say the least! Kudos to my colleagues at Sephora. Aurélie GUERIN Aurélie Dhomps Sandra Rimbot Guillaume Motte Chris de Lapuente
super insightful Conor!
😇
Laurette Puhlmann 💥 Sarah Stoye 👏🏼 Mackenzie Milton 🔥 Jazmin Yanez ✨
Super impressive, Sephora 🤩
Wow! 👀👏
Gerente Grouper en JAFRA Cosmetics International
1moDesde mi perspectiva, Sephora fomenta la lealtad de los clientes de manera sobresaliente, creando espacios donde los entusiastas de la belleza encuentran consejos, recomendaciones y una diversidad de productos que pueden ver, oler y sentir al instante en la tienda. La clave está en ofrecer una experiencia de marca excepcional, complementada con una navegación web intuitiva y atractiva. Esto, unido a interacciones omnicanal fluidas y coherentes, maximiza las oportunidades de venta y asegura que cada punto de contacto con la marca sea memorable.