The Makeup of a Successful Cosmetics Company: Sephora

In my Spring semester of 2023, I took Marketing Research for Business Decisions at The University of Georgia. We learned the value and methods of marketing research in the context of business decision making. The course first stressed the process of obtaining information, and then emphasized the use of this information to help make marketing decisions.

Over the course of the semester, we were tasked to choose a business of our liking and perform a business analysis consisting of a focus group, questionnaire design and survey, and experiment design. We chose to analyze Sephora and asked “how does the accessibility of Sephora affect their target audience of 18-24 year old girls?” We wanted to learn how Sephora could grow as a company, better reach their target audience, and ultimately better compete with their top competitor, Ulta. I worked alongside my group members for this semester long project, where I created our experiment design as well as assisted with market research.