Venue: Sephora, ION
Date: Saturday, 28 Sept 2013
Time: Around 5pm-6pm
OBSERVATIONS
As known, Sephora is one of those special retails shops that have SK-II has worked closely with and provide an addition channel to reach out to its consumers. When the team arrived at the shop, we did experience some difficulties trying to locate the SK-II booth among the many other brands that Sephora carried. Nevertheless, the general crowd shopping at Sephora on a Satursday afternoon were aged between 20 to 30 and are mostly women shoppers. We could only spot SK-II after a search of 5-10mins and it was placed beside Lancome right at this corner that said skin-care (surrounding brands along the aisle are Lóreal and Estee Lauder).
SK-II indeed did show consistency with retail concept whereby the booth was usually red and white and the star product – SK-II Facial Treatment Essence was displayed at the top of the shelf. Nevertheless, we had noted that due to the space constraints as SK-II partically only has one shelf space, not all their products were being displayed and even if displayed, the products were closely packed together. Also, we did notice that the gift set were on displayed, which is something that we hardly could see at the sales counter of departmental stores. During our hour long visit at Sephora, we took turns standing around the SK-II shelf and sadly, no Sephora staff came forward and approached us. There were also no phamplets nor sample provided.
