The basic target market for Sephora is women with higher incomes, however the stores are intelligently organised to segregate this market into smaller segments. Sephora aims to attract women who appreciate and are ready to spend for quality.
Sephora has positioned itself as a retailer that carries a vast selection of conventional and niche skin care and beauty items. Certain sections of each store are adorned more colourfully to attract preteens and teenagers, while other sections are decorated more subdued to attract men. The medium to high price range of Sephora’s products limits its target demographic, but attracts clients who do not wish to waste money on inexpensive cosmetics.