The term Sephora kids referred to young children who showed significant interest in beauty products, such as skin care and makeup. The ethics of targeting young children was debatable. At the same time, kids' interest in beauty products was expected to remain strong. Also, only one-third of Sephora kids were spending their money at Sephora (the beauty retailer owned by Moet Hennessy Louis Vuitton (LVMH)). In Canada, Shoppers Drug Mart Inc. (Shoppers Drug Mart) was a strong rival to Sephora. In the United States, Walgreens Co. (Walgreens) faced fierce competition in the market. Should the incoming chief executive officer (CEO) of Shoppers Drug Mart and the CEO of Walgreens each market to children to increase their company’s market share in the beauty and personal care market?
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