Macy's vs Sephora: Tone of Voice Compared

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

In short

Macy's and Sephora both compete in E-commerce, but they don't sound alike. Macy's sounds aspirational, american, writing in aspirational language, while Sephora sounds inclusive, experiential, writing in inclusive language. They share no tone words at all. Macy's's tagline, "Believe", captures its voice; Sephora answers with "We Belong to Something Beautiful".

Voice comparison

DimensionMacy'sSephora
Tone wordsAspirational, AmericanInclusive, Experiential
Language styleAspirationalInclusive
Sentence typeCommandStatement
TensePresentPresent
ExpressionImaginativeImaginative
Tagline"Believe""We Belong to Something Beautiful"

What Macy's and Sephora share

Macy's and Sephora share no tone words. Both compete in the E-commerce sector.

Where they differ

Macy's leans aspirational, american. Sephora leans inclusive, experiential.

Positioning & strategy

DimensionMacy'sSephora
Brand messageThe magic of department store shopping, reimaginedA community where all beauty is celebrated
MissionBe the preferred shopping destination for our customersCreate an inclusive beauty community
Core conceptMagic of ShoppingBeauty Belonging
Core tensionOrdinary vs. MagicalExclusion vs. Inclusion

Frequently Asked Questions

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

Macy's uses an aspirational, american tone with aspirational language, while Sephora uses an inclusive, experiential tone with inclusive language. They share no tone words.

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

Macy's's tagline is "Believe". Sephora's tagline is "We Belong to Something Beautiful".

Do Macy's and Sephora target the same market?

Yes — both Macy's and Sephora compete in the E-commerce sector, though Macy's focuses on department store and Sephora on beauty retail.

Is Macy's or Sephora more figurative in its messaging?

Both lean imaginative — Macy's and Sephora each express themselves in a imaginative way.

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