US: Sephora announces insider as new CEO: How has the brand performed in the recent past?

Beauty brand Sephora has named the current deputy CEO of its parent company LVMH Fashion Group, Guillaume Motte, as its new CEO. Motte will take over from interim CEO Chris de Lapuente, who replaced Martin Brok after the latter stepped down from the chief executive position in June 2022.

How has Sephora’s brand health fared since Brok’s tenure as CEO to now?

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily – Sephora’s brand health has not seen significant growth since Brok took over as CEO in September 2020. The retailer’s Index metric - which is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation – was at a net score of 13.7 on 9 September 2020. The metric was at 13 on 30 June 2022 - when de Lapuente replaced Brok as CEO. By 29 November 2022, when Guillaume Motte was announced as the brand’s new CEO, it had risen to 14.5.

Sephora’s Current Customer metric has improved in the past couple of years. From 4.1% on 9 September 2020, the metric rose to 5.4% on 30 June 2022, and recorded a 7% score on 29 November 2022.

While Sephora’s brand health has not seen much growth since September 2020, its Current Customer scores rose by nearly 3% – gains the new CEO will have to build upon.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Sephora’s Index metric is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation and delivered as a net score between -100 and +100. Current Customer score is based on the question: Have you used beauty care products from any of the following beauty care brands in the past 30 days? and delivered as a percentage. Scores are based on an average daily sample size of 1929 US adults between 1 August 2020 and 29 November 2022. Figures are based on a four-week moving average. Learn more about BrandIndex. 

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