Sephora's One-hour Sales Exceed $7.5 Million on the Chinese Website

Sephora, a high-end beauty retail brand owned by LVMH, disclosed its sales data in the early stages of the 618 promotion, achieving a 22% increase in sales across all channels. After 17 years in China, Sephora has opened 318 offline stores in 88 cities, with online channels covering Sephora's official website, official Application, WeChat Mini Program, Tik Tok China, Tmall, JD, Meituan, and JD to Home. Recently, Sephora launched the Chinese brand luminous plan - "Made in China", which aims to sup

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According to IResearch, the market size of China's cosmetics collection store industry reached $6.3 billion in 2020 and is expected to reach $12.2 billion in 2023. Besides. traditional beauty collection stores represented by Sephora and Watsons are still going to occupy a major market share in the coming years.

According to the observation from CHAILEEDO, new beauty collection stores represented by THE COLOURIST, WOW COLOUR and HARMAY have emerged one after another in the Chinese market in recent years, and have been sought after by many young people. Under the context of the intensifying competition in China, a number of traditional beauty collection stores are seeking transformation, and Sephora, as the industry leader, is also benefiting from it.

Recently, Sephora publicly disclosed the sales of the early stage in 618 promotion . The newest data showed that the brand achieved a 22% increase in sales across all channels, with over 300,000 members participating in the promotion.

Present in the Chinese market for 17 years, Sephora has opened 318 offline stores in 88 cities, and its online channels cover the official website, official APP, WeChat Mini Program, Tik Tok China, Tmall, JD, Meituan and JD to Home.

Qeyes learned that Sephora achieved 23% sales growth through offline retail stores. Among them, more than 160 stores achieved strong sales growth, and four stores achieved record sales.

It is also worth mentioning that the sales of Sephora's official website ( including the Application of Sephora, the official website of Sephora and the WeChat Mini Program of Sephora) achieved $7.46 Million in the first hour of the start in 618 promotion. Whzt’s more, the average customer unit price of the members of Sephora also increased 14%.

Sephora also achieved notable results in the private retail channel with Smart BA, with the average unit price which was paid by gold card members of Sephora exceeding $522. As of mid-June this year, Sephora China's sales in this channel are reported to surpass the sales of last year.

Qeyes found that Sephora launched the Smart BA program in June 2020. Specifically, the beauty advisors of Sephora guide consumers to the private retail sphere through Enterprise WeChat, further understand consumers' needs and continuously provide one-on-one personalized services, such as reminding consumers who "placed orders yesterday but did not pay" to complete the order.

Otherwise, Sephora attracted more than 2 million viewers through live streaming on Tik Tok China during 618 promotion. At the same time, Sephora's sales on the platform increased 200 times compared to last year.

When it comes to brands, seven foreign cosmetic brands achieved a 96% increase in sales during 618 promotion, namely HOURGLASS, CLEAN, Murad, Kate, ANASTASIA BEVERLYHILLS, dermalogica, and SENSORI+; seven Chinese cosmetic brands achieved a 33% increase in sales, including CHA LING, WEI, Herborist Taichi, YUMEE, Inoherb Tang, MAOGEPING LIGHT and MARIE DALGAR COLOR STUDIO.

Among them, HOURGLASS, ANASTASIA BEVERLYHILLS, Murad, and CLEAN are the new brands that Sephora has just introduced this year. In addition, the skincare brand Dr. DennisGros and hair care brand LivingProof are also new faces in Sephora stores online or offline.

It is reported the above seven Chinese brands are high-end beauty brands that Sephora has been introducing and incubating in recent years. It is worth mentioning that just this month, Sephora officially launched the Chinese brand luminous plan - "Made in China" and plans to support five local Chinese beauty brands within three years.

In fact, as the retail brand that many beauty brands exclusively cooperate with within the Chinese market, Sephora not only successfully introduces a series of overseas cosmetic brands but also becomes a window for some Chinese cosmetic brands to go global.