Sephora Ulta Beauty Comparative Analysis Case Study University

Sephora & Ulta Beauty Comparative Analysis: Case Study University of Wisconsin-Eau Claire Victoria Boggs

About Sephora & Ulta Beauty Sephora Ulta Beauty o Products: High-end makeup, face serums, body, & hair products o Products: Non-luxury and high-end makeup, face, body, & hair products o Price Range: $5 to $100+ o Price Range: $3 to $100+ o Brands: 300 o Brands: 500 o Revenue 2018: $54. 6 billion o Revenue 2018: $6. 7 billion

Facebook Sephora Ulta Beauty o Likes: 18, 477, 109 o Likes: 3, 229 o Page Follows: 18, 359, 575 o Page Follows: 3, 194, 115 o Posts: 1 -2 times per day o Posts: 2 -3 times per day o Post Types: Promotional, giveaways, & quick makeup videos o Post Types: Promotional, giveaways, quick videos, & text posts o Customer Interaction: Little to none o o Effectiveness: 10/10 Customer Interaction: Yes, frequently replies in comments o Effectiveness: 8/10

Twitter Sephora Ulta Beauty o Followers: 2. 4 million o Followers: 642 thousand o Total Tweets: 120 thousand o Total Tweets: 74. 6 thousand o Total Likes: 13 thousand o Total Likes: 7, 707 o Tweets: 2 -3 times per day o o Post Types: Promotional, poll, short videos, & giveaways Tweets: 1 -2 times per day, sometimes skips between a few days o Post Types: Promotional, short videos, giveaways, & relatable tweets o Customer Interaction: Moderate-High o Effectiveness: 7/10 o o Customer Interaction: Moderate Effectiveness: 6/10

Instagram Sephora Ulta Beauty o Post Total: 5, 482 o Post Total: 3, 329 o Followers: 17. 4 million o Followers: 5. 9 million o Post: 3 -6 posts a day o Posts: 2 -3 posts a day o Post Types: Promotional, short videos, & models o Post Types: Promotional, short videos, relatable posts, & models o Customer Interaction: Little to none o Customer Interaction: Moderate o Effectiveness: 10/10

Pinterest Sephora Ulta Beauty o Monthly Viewers: 10 million+ o Followers: 591, 827 o Followers: 274, 424 o Boards: 51 o Boards: 59 o Total Pins: 135, 244 o Total Pins: 482, 841 o Bio: Short in length o Bio: Long in length o Effectiveness: 10/10

You. Tube Sephora Ulta Beauty o Subscribers: 1, 178, 804 o Subscribers: 50, 378 o Total Views: 166, 816, 516 o Total Views: 63, 528, 032 o Video Uploads: Once a day o Video Uploads: 3 -4 a month o Video Types: Routines & tutorials o Effectiveness: 10/10 o Effectiveness: 8/10

Mobile Apps Sephora o Features: o Shop o App-only specials o Virtual artist o Daily content o Notifies users first o Rewards o Book appointments o Scan any item Ulta Beauty o Features: o Get offers o GLAMLab o Voice search o Wish list o Ultamate Rewards

The Glossy o Beauty blog • Featured in one article Featured on website • Link doesn't work Sephora Effectiveness • 1/10

Sell products Wanelo o Sephora Offers advice Followers: 937. 4 thousand Products Available: 24. 9 thousand Collections: 34 Effectiveness: 1/10

Similarities Goal Strategies • Giveaways • Promotions • Quick videos Diversifying models

Differences Sephora o Strictly business o Few fun posts o Keeps dark color theme o Incorporates stripes Ulta Beauty o Text posts o More interaction

Recommendations Sephora Ulta Beauty o Increase engagement o More relevancy o Stop use of o You. Tube o The Glossy o Wanelo o Update social media list o Google+ o The Glossy o Fix link o Post frequently o Build more following o Become verified

Conclusion o Sephora o. More total engagement o. Innovative & creative o Next level o. Larger fan base following o. Strongest two-way communication o. Cohesive

Thank you!