Sephora's general target market is higher-income women, but the stores are cleverly designed to break down the target market into smaller segments. Sephora tries to appeal to women who value quality and are willing to pay for it.
Sephora has positioned itself as a store that can provide an enormous variety of mainstream and boutique skin care and beauty products. Certain sections of each store are decorated more brightly to appeal to tweens and teenagers, while other areas are more sedately decorated to appeal to men. Sephora's products are in the medium to high price range, which limits their target market, but it attracts consumers who do not want to waste their money on cheap cosmetics.