M&S links up with Sephora to lure younger shoppers
Summary
Marks & Spencer (M&S) has partnered with Sephora to open Sephora-branded beauty areas staffed by Sephora employees in 100 M&S stores and on the M&S website starting next spring. This move aims to attract younger shoppers by combining Sephora’s trendy beauty products with M&S’s established stores and digital platform.Key Facts
- M&S will open Sephora-branded beauty sections in 100 of its stores and online next spring.
- Sephora relaunched in the UK in 2023 and currently operates about 18 standalone stores.
- Sephora is owned by LVMH, a luxury goods company led by Bernard Arnault.
- Sephora’s success comes from working with new beauty brands and social media influencers targeting women aged 24 to 36.
- M&S plans to invest £700 million in store improvements, supply chain updates, and product enhancements.
- Sephora's self-service model lets customers try products freely, attracting younger shoppers who often buy online later.
- The partnership may increase competition for health and beauty retailers Boots and Superdrug.
- M&S has 227 full-line stores and is closing some while opening food-only outlets, aiming for 200 full-line stores and 420 food stores next year.
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