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Sephora Direct Case Study Case 1: Sephora DirectJulie Bornstein (senior VP of Sephora Direct) thinks about the upcoming budget meetings with Sephora’s parent company, Louis Vuitton and Moet Hennessy. The satisfying results from a number of Sephora’s digital efforts intensify Bornstein’s desire to request additional funding to expand the online, mobile, and social media strategies..