Sephora was founded in 1970 by Dominique Mandonnaud, with its headquarters in Paris, France. Its distinct and innovative style of applying the concept of self-service to the world of perfumery and make-up helped the company make the brand popular across the world. Today the Sephora empire of make-up, skincare and fragrance is owned by the LVMH (Moët Hennessy Louis Vuitton) group and operates more than 2,600 stores in 36 countries worldwide, with an expanding base of 500-plus smaller-format stores across the United States.
It has been singled out as a leader in global, prestige omni-retail, inspiring clients to explore a universe of beauty and wellness, with an ever-changing array of carefully curated brand partners, from classic selective brands to exclusive independent ones, and the critically acclaimed Sephora Collection.1 According to the Retail Personalization Index (RPI), in 2021 Sephora was considered the best beauty retailer in the world for its innovative personalized customer experience across the web, email, mobile, other digital channels and in stores.
It is an industry-leading champion for diversity, inclusivity and empowerment. Its vision and mission is to create an inviting beauty shopping experience, inspire fearlessness, empower lives through the power of beauty, and to be the best and most loved beauty community. In 2021, Sephora continued to demonstrate unfailing resolve in addressing a multitude of social and environmental challenges, such as maintaining its business activities while scrupulously ensuring the safety and well-being of its employees or taking a range of actions to make the company more inclusive. This case examines how Sephora plans to offer more inclusive marketing as part of a wide-ranging plan to combat racially biased experiences and unfair treatment of shoppers. It also examines its recent corporate social responsibility (CSR) strategies, which focus on transgender beauty training, inclusive female entrepreneurship, donating and volunteering in the community, and environmentally conscientious practices.

Questions
1. Assess how Sephora has amplified its customer experience through its CSR strategies.
2. Discuss why it is important for companies like Sephora to continuously scan the marketing environment.

3. Conduct an environmental analysis on the beauty sector. In your answer, identify environmental factors, other than those discussed in this case study, that Sephora should consider.
4. Discuss why you think it is important for companies like Sephora to invest in CSR programmes.