Research Criteria
A survey from Miraval Group, in partnership with StudyLogic LLC, younger respondents between the ages 18 and 34 practice self-care more regularly than the older respondents. We found a link between self care and skincare early on, so the conversion and acquisition of these customers became the focus.
We also added some key demographic and psychographic criteria such as their percieved value of brands on their image, appearance and associations as opposed to percieved quality of brands.
USER SNAPSHOT:
Generation: Gen-Z, Millennials
Age: 20-35
Psychographics: Brand Loyalists, Brand Conscious, Image conscious, Quick to spend, concerned about age, virtual or hybrid workers
Avoiding: Money Conscious, thrifty and nifty
Geography: Atlanta, GA; Columbia, SC, Los Angeles, CA; Miami, FL; New York, NY; San Francisco, CA