Sephora

: posicionamento face aos desafios no comportamento das gerações Z e millennials

Abstract

In recent years, the beauty and cosmetics industry has witnessed rapid evolution and shown resilience in the face of global economic crises and the ever-changing macroeconomic environment. New market trends emerged, and companies had to adapt their positioning strategies to meet new consumers' expectations, called digital natives. This thesis investigates how Sephora, a premium perfumery and cosmetics company, positions itself toward challenges in the behaviour of Generation Z and millennials, who seem to have different buying habits and focus on technology and innovation. For conclusions support, there was an interview with the person responsible for the company's Social Media and Public Relations and a questionnaire to consumers of both generations. The results allowed us to state that the company's positioning has been manifested enough within what the new generations look for in a brand and that there were no significant differences in behaviour between generations. The company can direct its strategy equally directed towards this audience. Still, it should focus on creating immersive and memorable experiences in stores, where these generations most buy their beauty products, with more technology, innovation and personalized services, to reinforce the positioning of an innovative company that generates new trends.

Date of Award	26 Oct 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)