Target Market: Miss Clutter-free Congeniality
Figure 34: UK map
Geographic: B.E.A.M will be located within the UK due to the demand for the two main aspects of B.E.A.M’s products (sustainable and personalised cosmetics). For example, the “sales of certified organic and natural beauty products in the UK” have been valued at £86.5m (Soil Association, 2018). As a consequence, “57% of shoppers would buy – or boycott – a brand depending on its ethical values” (Walker and Houghton, 2019). In addition, consumers in the UK are equally as interested in personalised beauty services as research shows that “46% of UK consumers are interested in tailored products” (Mintel. 2018 b). Figure 35: London Skyline
Demographic: The brand is aimed at female customers however, it is difficult to pinpoint a particular generation that will be interested in the brand. Instead the luxury cosmetic consumer crosses several generations as “prestige cosmetics are especially popular among 25-54 year-olds” (Social Standards, 2019). Research also shows that “prestige cosmetics don’t show a strong skew toward any income level” and this may be because luxury cosmetics are perceived to be splurges, “making them highly desirable but limited additions to their makeup bags”. Figure 36: Lash Slick
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B.E.A.M bettering environment and mind
