Sephora clarifies fake perfume allegations after being called out by consumer

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Sephora Singapore has clarified that it only retails authentic, carefully selected prestige beauty brands and products across more than 2,700 points of sale in 36 markets worldwide, after being accused by a consumer of selling fake Burberry Her fragrance.

Media reports claimed that the consumer had purchased the Burberry perfume from Sephora in Orchard and found it suspicious when the product indicated “Bup Erry”, therefore suspecting that it would be counterfeit.

“We are in touch with the customer to investigate the issue, which seems to be related to a packaging defect. Please understand that we are unable to provide further details until we conclude our findings," Sephora's spokesperson told MARKETING-INTERACTIVE. Media reports also quoted Sephora saying that this was a manufacturing issue which could have caused the lettering to fade.

Counterfeit products have become common these days and are detrimental to a brand's reputation. According to an independent research commissioned by Incopro, 76% of consumers in the UK would be less likely to buy products from a brand if their reputation was associated with counterfeit goods.

Also, 44% of them said a brand's reputation was very crucial to them when it comes to online purchases, while only 3% said a brand's reputation wasn't important. While the study focused on the UK, safe to say, such sentiments certainly resonate with consumers in Southeast Asia also.

Separately, Sephora Hong Kong faced a boycott from customers for racially profiling customers last year after an Instagram account called @bansephorahk was created to share a consumer's unpleasant experience at the store in K11 Art Mall in Tsim Sha Tsui.

Upon leaving the Sephora store, the customer who is of Pakistani descent, her sister, and brother were followed by a male staff member. The staff member then went through the customer's bag without explaining the reason for doing so, or explaining clearly what the issue was. It was later reported that Sephora Hong Kong will train its staff about unconscious bias and inclusivity.

On the branding front, Sephora is launching its new corporate and career website – inside-sephora.com to ensure updates reach its customers as quickly and efficiently as possible. The new website details Sephora's long-standing heritage, its employee value proposition, and the efforts that the group has made in giving back to the community.

The jobs available across its global operations are quickly accessible with just a click and each market has a dedicated page that features life and culture at Sephora, in addition to a link to its specific eCommerce site.