Примечания книги Sephora. Бренд, навсегда изменивший индустрию красоты. Автор книги Мэри Керран Хакетт

Онлайн книга

Книга Sephora. Бренд, навсегда изменивший индустрию красоты
Sephora – косметический ритейлер, прошедший путь от обычного парфюмерного магазина до империи красоты, насчитывающей более 2500 магазинов в 34 странах мира.За почти полувековую историю бренд сталкивался с несколькими крупными репутационными скандалами, поражал гениальными маркетинговыми стратегиями, становился культовым и менял индустрию красоты. Из этой книги вы узнаете, как Sephora на протяжении 40 лет меняла правила игры, какой будет индустрия красоты в будущем и почему история Sephora важна для каждого, кто любит мейкап.

Примечания книги

1

Мировой рынок косметических продуктов, как ожидается, достигнет 805,61 миллиарда долларов США к 2023 году. – Industry Size & Share Analysis. March 13, 2018. Reuters, https://www.reuters.com/brandfeatures/venture-capital/article?id=30351.

2

Согласно исследованию Orbis Study, «к 2050 году ожидается, что население старше 60 лет достигнет 2,09 миллиарда человек. По прогнозам, ожидаемая продолжительность жизни женщин возрастет с 82,8 лет в 2005 году до 86,3 года в 2050 году. Тогда как ожидаемая продолжительность жизни мужчин в соответствующий период вырастет с 78,4 до 83,6 лет. Примечательно, что доля людей пожилого возраста, приобретающих косметические средства, растет…»

3

Контамина́ция в языкознании – возникновение нового выражения или формы путем объединения элементов двух выражений или форм, чем-нибудь сходных. Например, неправильное выражение «играть значение» возникло как контаминация двух выражений «играть роль» и «иметь значение». – [Здесь и далее прим. ред.]

4

В книге Read My Lips: A Cultural History of Lipstick Мег Коэн Рагас и Карен Козловски (Chronicle Books, 1998), авторы рассказывают, что на древнеегипетском папирусе изображены женщины, наносящие красную помаду.

5

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6

Teresa Riordan, Inventing Beauty: A History of the Innovations that Have Made Us Beautiful. (New York: Broadway, 2004).

7

John Updike, “Makeup and Make-Believe: Max Factor’s Life of Beautification”, The New Yorker, August 25, 2008, https://www.newyorker.com/magazine/2008/09/01/makeup-and-make-believe.

8

Cheryl Wihover, “100 Years of Maybelline Ads Show How Little Has Changed in Beauty”, Fashionista, May 12, 2015, https://fashionista.com/2015/05/maybelline-100-year-anniversary.

9

The Estée Story. Elcompaines.com, https://www.elcompanies.com/en/who-we-are/the-lauder-family/the-Estée-story.

10

Итерация – синоним таких слов, как «цикл» или «этап». В рабочих процессах итерацией называют законченный промежуточный мини-проект, результаты которого можно зафиксировать и проверить, с тем чтобы перейти к следующей итерации на пути к итоговой цели.

11

Это новый подход к производству косметики, подразумевающий использование локальных ресурсов для сбора сырья, переработку упаковки; максимально натуральные и чистые составы, среди которых минимум отдушек, красителей и консервантов.

12

About Us. Sephora.com. October 20, 2019.

13

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14

Sephora Holdings S.A. Cenage.

15

Sujata, Rao, Ritvik Carvalho, “Dashboard of a Downturn: Global Recession Signals,” Reuters.com, June 21, 2019, https://www.reuters.com/article/us-global-recession-charts/dashboard-of-a-downturn-global-recession-signals-idUSKCN1TM1DS.

16

«Pivot» можно перевести как «поворот, повернуть, вращать».

17

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18

Бриджит Джонс работала в издательстве, вероятно, к этому отсылка. Речь идет о похвале грамотно составленному тексту о дате основания Sephora. – (Прим. пер.)

19

Sephora Holdings S.A, Cenage, Encyclopedia.com, October 12, 2019, https://www.encyclopedia.com/books/politics-and-business-magazines/sephora-holdings-sa.

20

LVMH Moët Hennessy – Louis Vuitton – французская транснациональная компания, известный производитель предметов роскоши под торговыми марками Christian Dior, Louis Vuitton, Givenchy, Guerlain, Moët & Chandon, Hennessy, Chaumet и др. Штаб-квартира – в Париже.

21

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22

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23

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24

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25

Julie K. L. Dam, “Looks Matter,” People, November 8, 1999, https://people.com/archive/looks-matter-vol-52-no-18/.

26

Barnes & Noble – американская компания, крупнейшая в США по продажам книг. Один из мировых лидеров по обороту продаваемых книг и услуг через интернет и один из первых интернет-сервисов, ориентированных на продажу реальных товаров массового потребления. Штаб-квартира расположена в Нью-Йорке.

27

Julie K. L. Dam, “Looks Matter,” People, November 8, 1999, https://people.com/archive/looks-matter-vol-52-no-18/.

28

Julie K. L. Dam, “Looks Matter,” People, November 8, 1999, https://people.com/archive/looks-matter-vol-52-no-18/.

29

Victoria Colliver, “U.S. Judge Backs Suit vs. Macy’s,” sfgate.com, February 2, 2000, https://www.sfgate.com/business/article/U-S-judge-backs-suit-vs-Macy-s-3076880.php.

30

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31

Julie K. L. Dam, “Looks Matter,” People, November 8, 1999, https://people.com/archive/looks-matter-vol-52-no-18/.

32

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33

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34

Julie K. L. Dam, “Looks Matter.”

35

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36

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37

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38

Julie K. L. Dam, “Looks Matter.”

39

Sephora Holdings S.A.

40

Sephora Holdings S.A.

41

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42

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43

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44

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45

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46

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47

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48

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49

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50

“J.C. Penney teams up with Sephora.”

51

Craig Guillot, “Find Success with the Store-Within-a-Store Trend.”

52

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53

Laura Capon. “Sephora is No Longer Shipping to the UK,” cosmopolitan.com, July 20, 2018, https://www.cosmopolitan.comuk/beauty-hair/makeup/a22495023/sephora-no-longer-shipping-to-the-uk-france/.

54

Laura Capon. “Sephora is No Longer Shipping to the UK,” cosmopolitan.com, July 20, 2018, https://www.cosmopolitan.comuk/beauty-hair/makeup/a22495023/sephora-no-longer-shipping -to-the-uk-france/.

55

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56

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57

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58

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59

Alex McEachern, “Loyalty Case Study: Sephora’s Beauty Insider,” July 28, 2017, https://blog.smile.io/loyalty-case-study-sephoras-beauty-insider-vib.

60

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61

Alex McEachern, “Loyalty Case Study: Sephora’s Beauty Insider.”

62

Alex McEachern, “Loyalty Case Study: Sephora’s Beauty Insider.”

63

Alex McEachern, “Loyalty Case Study: Sephora’s Beauty Insider.”

64

Alex McEachern, “Loyalty Case Study: Sephora’s Beauty Insider.”

65

Roger C. Altman, “The Great Crash,” Foreign Affairs, February 23, 2009.

66

“LVMH Passionate About Creativity: Annual Report 2008,” February 5, 2009, https://www.lvmh.fr/wp-content/uploads/2014/10/ra-lvmh-en.pdf.

67

“Jacques Levy, former CEO of Sephora died at 62,” Premium Beauty News, January 4, 2012, https://www.premiumbeautynews.com/en/jacques-levy-former-ceo-of-sephora,3694.

68

Christopher de Lapuente Appointed Global President and CEO of Sephora, BusinessWire.com, March 9, 2011, https://www.businesswire.com/news/home/20110309006073/en/Christopher-de-Lapuente-Appointed-Global-President-CEO.

69

Natalie Robehmed, “How Rihanna Created $600 Million Fortune – And Became the World’s Richest Female Musician,” Forbes.com, June 4, 2019, https://www.forbes.com/sites/natalierobehmed/2019/06/04/rihanna-worth-fenty-beauty/#4ed4831 f13de.

70

Pete Born, “LVMH Signs Rihanna to Create a Makeup Brand,” WWD.com, April 14, 2016, https://wwd.com/beauty-industry-news/color-cosmetics/lvmh-rihanna-makeup-brand-10409670/.

71

Natalie Robehmed, “How Rihanna Created $600 Million Fortune.”

72

Natalie Robehmed, “How Rihanna Created $600 Million Fortune.”

73

Natalie Robehmed, “How Rihanna Created $600 Million Fortune.”

74

Jeremy Harris, “In Conversation: Rihanna,” New York Times Style Magazine, May 19, 2019, https://www.nytimes.com/interactive/2019/05/20/t-magazine/rihanna-fenty-louis-vuitton.html.

75

“Calvin McDonald Named President and CEO of Sephora Americas; Succeeds David Suliteanu Who Will Step Down after 13 Years to Become CEO of Kendo Brands, an LVMH Incubator of New Beauty Brands,” Businesswire.com, October 24, 2013, https://www.businesswire.com/news/home/20131024006415/en/Calvin-McDonald-Named-President-CEO-Sephora-Americas.

76

“Calvin McDonald Named President and CEO of Sephora Americas; Succeeds David Suliteanu Who Will Step Down after 13 Years to Become CEO of Kendo Brands, an LVMH Incubator of New Beauty Brands,” Businesswire.com, October 24, 2013, https://www.businesswire.com/news/home/20131024006415/en/Calvin-McDonald-Named-President-CEO-Sephora-Americas.

77

“Calvin McDonald Named President and CEO of Sephora Americas; Succeeds David Suliteanu Who Will Step Down after 13 Years to Become CEO of Kendo Brands, an LVMH Incubator of New Beauty Brands,” Businesswire.com, October 24, 2013, https://www.businesswire.com/news/home/20131024006415/en/Calvin-McDonald-Named-President-CEO-Sephora-Americas.

78

“Calvin McDonald Named President and CEO of Sephora Americas; Succeeds David Suliteanu Who Will Step Down after 13 Years to Become CEO of Kendo Brands, an LVMH Incubator of New Beauty Brands,” Businesswire.com, October 24, 2013, https://www.businesswire.com/news/home/20131024006415/en/Calvin-McDonald-Named-President-CEO-Sephora-Americas.

79

Julie Bornstein, Daniel McGinn, “How Sephora Reorganized to Become a More Digital Brand,” Harvard Business Review, June 26, 2014, https://hbr.org/2014/06/how-sephora-reorganized-to-become-a-more-digital-brand.

80

Julie Bornstein, Daniel McGinn, “How Sephora Reorganized to Become a More Digital Brand,” Harvard Business Review, June 26, 2014, https://hbr.org/2014/06/how-sephora-reorganized-to-become-a-more-digital-brand.

81

Julie Bornstein, Daniel McGinn, “How Sephora Reorganized to Become a More Digital Brand,” Harvard Business Review, June 26, 2014, https://hbr.org/2014/06/how-sephora-reorganized-to-become-a-more-digital-brand.

82

Julie Bornstein, Daniel McGinn, “How Sephora Reorganized to Become a More Digital Brand,” Harvard Business Review, June 26, 2014, https://hbr.org/2014/06/how-sephora-reorganized-to-become-a-more-digital-brand.

83

Julie Bornstein, Daniel McGinn, “How Sephora Reorganized to Become a More Digital Brand,” Harvard Business Review, June 26, 2014, https://hbr.org/2014/06/how-sephora-reorganized-to-become-a-more-digital-brand.

84

Julie Bornstein, Daniel McGinn, “How Sephora Reorganized to Become a More Digital Brand,” Harvard Business Review, June 26, 2014, https://hbr.org/2014/06/how-sephora-reorganized-to-become-a-more-digital-brand.

85

Julie Bornstein, Daniel McGinn, “How Sephora Reorganized to Become a More Digital Brand,” Harvard Business Review, June 26, 2014, https://hbr.org/2014/06/how-sephora-reorganized-to-become-a-more-digital-brand.

86

Julie Bornstein, Daniel McGinn, “How Sephora Reorganized to Become a More Digital Brand,” Harvard Business Review, June 26, 2014, https://hbr.org/2014/06/how-sephora-reorganized-to-become-a-more-digital-brand.

87

Julie Bornstein, Daniel McGinn, “How Sephora Reorganized to Become a More Digital Brand,” Harvard Business Review, June 26, 2014, https://hbr.org/2014/06/how-sephora-reorganized-to-become-a-more-digital-brand.

88

Маркетинговый термин, обозначающий взаимную интеграцию разрозненных каналов коммуникации в единую систему с целью обеспечения бесшовной и непрерывной коммуникации с клиентом.

89

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90

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91

“LVMH Passionate About Creativity: Annual Report 2016,” Lvmh.fr, https://r.lvmhstatic.com/uploads/2017/01/lvmh_financial – documents-_va.pdf.

92

“Sephora Announces Innovation Lab to Usher in the Future of Retail,” PRNewswire.com, March 5, 2015, https://www.prnews wire.com/news-releases/sephora-announces-innovation-lab-to-usher-in-the-future-of-retail-300046332.html.

93

“Sephora Announces Innovation Lab to Usher in the Future of Retail,” PRNewswire.com, March 5, 2015, https://www.prnews wire.com/news-releases/sephora-announces-innovation-lab-to-usher-in-the-future-of-retail-300046332.html.

94

“Sephora Announces Innovation Lab to Usher in the Future of Retail,” PRNewswire.com, March 5, 2015, https://www.prnews wire.com/news-releases/sephora-announces-innovation-lab-to-usher-in-the-future-of-retail-300046332.html.

95

“Sephora Announces Innovation Lab to Usher in the Future of Retail,” PRNewswire.com, March 5, 2015, https://www.prnews wire.com/news-releases/sephora-announces-innovation-lab-to-usher-in-the-future-of-retail-300046332.html.

96

“Sephora Announces Innovation Lab to Usher in the Future of Retail,” PRNewswire.com, March 5, 2015, https://www.prnews wire.com/news-releases/sephora-announces-innovation-lab-to-usher-in-the-future-of-retail-300046332.html.

97

“Sephora Announces Innovation Lab to Usher in the Future of Retail,” PRNewswire.com, March 5, 2015, https://www.prnews wire.com/news-releases/sephora-announces-innovation-lab-to-usher-in-the-future-of-retail-300046332.html.

98

“Sephora Announces Innovation Lab to Usher in the Future of Retail,” PRNewswire.com, March 5, 2015, https://www.prnews wire.com/news-releases/sephora-announces-innovation-lab-to-usher-in-the-future-of-retail-300046332.html.

99

“Sephora Announces Innovation Lab to Usher in the Future of Retail,” PRNewswire.com, March 5, 2015, https://www.prnews wire.com/news-releases/sephora-announces-innovation-lab-to-usher-in-the-future-of-retail-300046332.html.

100

“Sephora Announces Innovation Lab to Usher in the Future of Retail,” PRNewswire.com, March 5, 2015, https://www.prnews wire.com/news-releases/sephora-announces-innovation-lab-to-usher-in-the-future-of-retail-300046332.html.

101

“How Sephora Wins at Omnichannel,” Pyments.com, March 11, 2015.

102

“How Sephora Wins at Omnichannel,” Pyments.com, March 11, 2015.

103

“How Sephora Wins at Omnichannel,” Pyments.com, March 11, 2015.

104

“How Sephora Wins at Omnichannel,” Pyments.com, March 11, 2015.

105

“How Sephora Wins at Omnichannel,” Pyments.com, March 11, 2015.

106

Priya Rao, “Sephora Head of Omnichannel Retail Mary Beth Laughton: ‘We Need to Over-deliver,’” Glossy.co, December 12, 2018, https://www.glossy.co/new-face-of-beauty/sephora-head-of-omnichannel-retail-mary-beth-laughton-we-need-to-over-deliver.

107

Priya Rao, “Sephora Head of Omnichannel Retail Mary Beth Laughton: ‘We Need to Over-deliver,’” Glossy.co, December 12, 2018, https://www.glossy.co/new-face-of-beauty/sephora-head-of-omnichannel-retail-mary-beth-laughton-we-need-to-over-deliver.

108

Priya Rao, “Sephora Head of Omnichannel Retail Mary Beth Laughton: ‘We Need to Over-deliver,’” Glossy.co, December 12, 2018, https://www.glossy.co/new-face-of-beauty/sephora-head-of-omnichannel-retail-mary-beth-laughton-we-need-to-over-deliver.

109

Priya Rao, “Sephora Head of Omnichannel Retail Mary Beth Laughton: ‘We Need to Over-deliver,’” Glossy.co, December 12, 2018, https://www.glossy.co/new-face-of-beauty/sephora-head-of-omnichannel-retail-mary-beth-laughton-we-need-to-over-deliver.

110

Bree Gonzales, “Sephora Customer Alleges Virtual Artist Kiosks Don’t Inform Customers in Writing of Biometrics Collection,” Cookcountyrecord.com, December 12, 2018, https://cookcountyrecord.com/stories/511659209-sephora-customer-alleges-virtual-artist-kiosks-don-t-inform-customers-in-writing-of-biometrics-collection.

111

Bree Gonzales, “Sephora Customer Alleges Virtual Artist Kiosks Don’t Inform Customers in Writing of Biometrics Collection,” Cookcountyrecord.com, December 12, 2018, https://cookcountyrecord.com/stories/511659209-sephora-customer-alleges-virtual-artist-kiosks-don-t-inform-customers-in-writing-of-biometrics-collection.

112

Bree Gonzales, “Sephora Customer Alleges Virtual Artist Kiosks Don’t Inform Customers in Writing of Biometrics Collection,” Cookcountyrecord.com, December 12, 2018, https://cookcountyrecord.com/stories/511659209-sephora-customer-alleges-virtual-artist-kiosks-don-t-inform-customers-in-writing-of-biometrics-collection.

113

Bree Gonzales, “Sephora Customer Alleges Virtual Artist Kiosks Don’t Inform Customers in Writing of Biometrics Collection,” Cookcountyrecord.com, December 12, 2018, https://cookcountyrecord.com/stories/511659209-sephora-customer-alleges-virtual-artist-kiosks-don-t-inform-customers-in-writing-of-biometrics-collection.

114

Adam Schwartz, “New Attack on the Illinois Biometric Privacy Act,” Electronic Frontier Foundation, October 4, 2018, https://www.eff.org/deeplinks/2018/04/new-attack-illinois-biometric-privacy-act.

115

Priya Rao, “Sephora Head of Omnichannel Retail Mary Beth Laughton: ‘We Need to Over-deliver.”

116

Priya Rao, “Sephora Head of Omnichannel Retail Mary Beth Laughton: ‘We Need to Over-deliver.”

117

Priya Rao, “Sephora Head of Omnichannel Retail Mary Beth Laughton: ‘We Need to Over-deliver.”

118

Priya Rao, “Sephora Head of Omnichannel Retail Mary Beth Laughton: ‘We Need to Over-deliver.”

119

Elizabeth Segran, “Sephora Picks 24 Influencers for its Coveted #SephoraSquad Program,” Fast Company, March 29, 2019, https://www.fastcompany.com/90326765/sephora-brings-25 -influencers-into-its-coveted-sephorasquad-program.

120

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121

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