Hello everyone and welcome to this episode of my interview series.

Today, we’ve got Jennifer Carlsson who is a Beauty brand strategist and a true Beauty lover. Through her consultancy she helps Independent Beauty brands figure out where they want to be and how to get there. She gathers and analyses data on the Beauty industry publishing reports to help us all make sense of the trends.

I am excited to have Jennifer here today to discuss her latest report on Skincare brands in Sephora. 

Sephora in the US is a dream destination for many new brands

Understanding Sephora’s Brand line up and looking at their gaps is a great first step 

Jennifer Carlsson has just published an in-depth report analysing Sephora’s skincare category. The report looks at:

⭐️ Brand line up

⭐️ Product pricing

⭐️ Target audience 

⭐️ Diversity 

⭐️ Sustainability 

Together we discuss Sephora USA advantages and opportunities when it comes to brand selection

Sephora has positioned itself as a selective, premium Beauty retailer but as consumers change the way they shop has shifted.

Gen Z is a crucial audience and Sephora is losing out to it’s competitors with this audience. 

Sephora USA is a destination most brands want on their roadmap

Understanding their strategy is very important for many in the Beauty industry

Jennifer Carlsson has taken a step back and done an in-depth and highly informative report into Sephora’s Skincare category.

This 100 page report looks at 3 key areas

1️⃣ Brands

>>> Full list of all Sephora stocked Skincare brands

>>> Listed the brands that have been added and which have been kicked out

>>> Looks at how these brands in Sephora perform on Instagram

2️⃣ Products

>>> Analysed all products and pulled out those with the highest reviews/review scores/likes

>>> List top 6 products across 6 skincare subcategories 

>>> Look at product trends – packaging & formulation

>>> Overview of skin concerns and numbers of products to address them with average price

3️⃣ Statistics

>>> Diversity of founders

>>> Cruelty free and Vegan brands

>>> Brand’s target audience

>>> Pricing

>>> Product packaging colours

It is a very thorough report which is helpful to brands in Sephora, aspiring to get into Sephora or investors looking to see gaps in the market.

I really recommend contacting Jennifer for more information on Linkedin or see her website.

Suggested Article to Read:

You may also want to know more about E-commerce in China. Read the full article of my interview with Ivy Shen about Cross Border E-commerce in China.

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