ASOS vs Sephora: Tone of Voice Compared

A side-by-side comparison of how ASOS and Sephora communicate — tone words, language style, sentence structure, and taglines.

In short

ASOS and Sephora both compete in E-commerce, but they don't sound alike. ASOS sounds inclusive, trendy, young, writing in trendy, inclusive, and youth-focused language, while Sephora sounds inclusive, experiential, writing in inclusive language. Their common ground is an inclusive tone. ASOS's tagline, "Discover Fashion Online", captures its voice; Sephora answers with "We Belong to Something Beautiful".

Voice comparison

DimensionASOSSephora
Tone wordsInclusive, Trendy, YoungInclusive, Experiential
Language styleTrendy, inclusive, and youth-focusedInclusive
Sentence typeCommandStatement
TensePresentPresent
ExpressionStraightforwardImaginative
Tagline"Discover Fashion Online""We Belong to Something Beautiful"

What ASOS and Sephora share

Both brands use a inclusive tone. Both compete in the E-commerce sector.

Where they differ

ASOS leans trendy, young. Sephora leans experiential.

Positioning & strategy

DimensionASOSSephora
Brand messageFashion democracy for twenty-somethingsA community where all beauty is celebrated
MissionBecoming the world's number-one destination for fashion-loving 20-somethingsCreate an inclusive beauty community
Core conceptYouth fashion marketplaceBeauty Belonging
Core tensionTrend vs. ValueExclusion vs. Inclusion

Frequently Asked Questions

How is ASOS's tone of voice different from Sephora's?

ASOS uses an inclusive, trendy, young tone with trendy, inclusive, and youth-focused language, while Sephora uses an inclusive, experiential tone with inclusive language. They share the tone word Inclusive.

What is ASOS's tagline and what is Sephora's tagline?

ASOS's tagline is "Discover Fashion Online". Sephora's tagline is "We Belong to Something Beautiful".

Do ASOS and Sephora target the same market?

Yes — both ASOS and Sephora compete in the E-commerce sector, though ASOS focuses on fashion e-commerce and Sephora on beauty retail.

Is ASOS or Sephora more figurative in its messaging?

ASOS's messaging is straightforward, while Sephora's is imaginative.

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