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Nearly quarters of all female customers who shopped at Sephora in the United States in 2016 were between the ages of 18 and 34 years, otherwise known as Millennials. The remaining ** percent of Sephora’s female customer base were between the ages of 35 and 54 years.

Sephora and LVMH

The cosmetics retailer Sephora is owned by LVMH Group, which also owns such brands as Louis Vuitton, Moët & Chandon, and Bulgari. LVMH Group is one of the biggest players in the global luxury goods market. In 2018, LMVH generated sales amounting to about billion euros worldwide. This figure is expected to increase to nearly ** billion euros by 2020. Sephora belongs to the “selective retailing” segment of the company, which is the second largest business segment operated by LVMH Group.

Cosmetics consumer behavior in U.S.

Walmart and Target are the two most popular stores to buy cosmetic products in the United States. Over **** of all U.S. consumers purchased cosmetics products at a Walmart in the twelve months before October 2017. Sephora appears to occupy a smaller niche in the market for those consumers interested in more luxurious cosmetics and personal care items, with only ** percent of U.S. consumers buying cosmetics from a Sephora store. A 2016 survey found that among U.S. consumers who shop for beauty products online, Amazon.com was the most popular place to shop for cosmetics, followed by Sephora.com.