Sephora Marketing Analytics: Driving Beauty Through Data 💄📈

As part of Vanderbilt’s Master of Marketing program, our team analyzed brand-level consumer data from Kaggle to uncover what drives engagement and purchase behavior on Sephora’s platform.

Using correlation, cluster analysis, and ANOVA, we examined key product traits — including average ratings, reviews, price, “loves,” exclusivity, and availability — across multiple beauty categories.

🔍 Our research revealed:
• Which product attributes matter most to consumers
• How engagement varies by brand and product type
• Data-backed insights to guide marketing campaigns & product development

This project gave us real-world experience applying statistical methods to inform brand strategy in the competitive beauty industry.