#116: Why Sephora Isn't a Discovery Store Anymore (And How Small Brands Can Win)
Description
Walking into Sephora for my sister's 21st birthday skincare haul completely changed how I view beauty retail. What I discovered wasn't just overwhelming—it was eye-opening. The narrow aisles, tiny shelf space, and massive brand signage told a story that every challenger brand needs to understand.
Sephora has quietly transformed from a discovery destination into what I call a "fulfillment center"—a place where customers come to collect brands they already love, not discover new ones. And if you're building a challenger brand, this changes everything about your strategy.
What You'll Learn:
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Why LVMH brands occupy 50% of Sephora's shelf space (and what this means for you)
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The four pillars of becoming a "wanted brand" that customers actively seek out
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How to turn your website into your greatest competitive weapon
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Why fan cultivation beats big budgets every single time
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The real reason discovery is dead in beauty retail
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How to build negotiating power with retailers through genuine demand
Bottom Line:
Stop trying to outspend the giants. Your superpower isn't breadth—it's depth. While big brands win through visual dominance, you win through genuine connection and surgical precision.
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