December 22nd, 2022, Lesley Simeon
Weeks after welcoming its new global CEO earlier this month, beauty retailer, Sephora, has announced Deborah Yeh as its global chief purpose officer effective 1 January 2023. Yeh currently serves as executive vice president, global chief purpose officer and chief marketing officer (North America). The latest C-suite development now leaves the CMO position vacant, thereby kickstarting the hunt for a new occupant.
Yeh has been at the CMO position since 2012 - how has Sephora fared in the recent past with Yeh leading its marketing efforts?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Sephora’s Awareness, Ad Awareness, Index and Current Customer metrics have improved under Yeh.
The brand’s Awareness metric - which measures how aware customers are of the brand - grew from 53% on 1 August 2016, to 67% on 18 December 2022. Similarly, its Ad Awareness scores - which indicate how many consumers are noticing the brand’s advertising - grew to reach 15% on 18 December 2022, from 5% on 1 August 2016.
Sephora’s Index metric - which is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation - grew from a net score of 11.2 to a net score of 14.2. Its Current Customer metric improved by 4 percentage point, starting at 3% to 7%.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Sephora’s Awareness score is based on the question: Which of the following beauty care brands have you ever heard of? and delivered as a percentage. The Awareness score is based on the question: Which of the following beauty care brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. The Index score 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. The Current Customer score is delivered as a percentage. Scores are based on an average daily sample size of 1725 US adults between 1 August 2016 and 18 December 2022. Figures are based on a four-week moving average. Learn more about BrandIndex.