Revue des Economies financières bancaires et de management
Volume 15, Numéro 1, Pages 157-176
2026-04-30
The Contribution Of Artificial Intelligence In Enhancing Sensory Marketing – A Case Study Of Sephora –
Authors : Menani Sabrina .
Abstract
This study aimed to identify the extent to which artificial intelligence contributes to enhancing sensory marketing at Sephora, which is considered one of the leading companies in the field of personal care and cosmetology, with its beauty products including cosmetics, skin and hair care, perfumes, and beauty tools. The study showed that Sephora's commitment to the introduction of innovative artificial intelligence technologies in its products and services led to the enhancement of its sensory marketing, as it became a stronger relationship with its customers, which led to a decline in the return of products purchased by customers, with the growth of its revenues. The results also showed that Sephora's reliance on the voice assistant, talk to Sephora, The “Fragrance IQ” application, smart robots, and the Virtual Artist enabled it to excel in the field of personal care and beauty, making it the preferred choice for its customers.
Keywords
artificial intelligence ; sensory marketing ; Sephora Inc
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