34 customer segment

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”.

The two main characteristics of this consumer is their desire to live a decluttered lifestyle and being passionate about caring for themselves and the world. They are concerned with environmental issues and aim to reduce the amount of waste in their day-to-day life in order to save the planet by:

purchasing timeless, high-end products growing their own food cutting down on single-use plastics recycling/repurposing items at end-of-life subscribing to a surplus food service favouring brands with transparent supply chains travelling via public transport living a vegan lifestyle

This applies to their consumption of beauty products too as in 2019 “28% of women in the UK reduced the number of products in their facial skincare routine” (Walker and Houghton, 2019). Other research shows that “54% of UK beauty and personal care consumers often research products online before they buy them” (Mintel, 2018 a). This is shows that the target consumers expect beauty brands to be fully transparent in order to build up enough trust to secure their loyalty.

As well as reducing the amount of physical waste they generate, these consumers are also keen to de-clutter their minds too. They work to maintain a strong mental wellbeing, which involves taking selfcare seriously. This is translated into the following attitudes and behaviours:

Meditating and using crystal healing Seeking advice from life coaches Following a strict exercise regime Maintaining a healthy diet Travelling to wellness spa retreats Indulging in luxury products Listening to mindfulness podcasts Attending art exhibitions Following wellness influencers

Figure 37: V&A Figure 38: Book Figure 39: Interior Design Figure 40: Yoga Figure 41: Vegetables

Customer Profile:

Figure 42: Knitwear

Name: Sarah Johns Age: 28 Salary: £65,000 Location: London Education: Degree in journalism Relationship status: Engaged Job: PR Manager for an ethical clothing brand

Lifestyle: • Vegan lifestyle • Cycles to and from work • Reads The Guardian and magazines like Oh

Comely • Listens to podcasts like Gurls Talk and

Happy Place • Cooks using organic, fair trade ingredients • Buys clothes from charity shops and midrange ethical shops like And Other Stories and Anthropologie • Donates money to Oxfam and PETA each month • Extinction Rebellion and Women’s March activist • Owns a cat and dog • Regularly checks her horoscope • Goes on park runs and does Pilates • Uses Instagram and Facebook • Reads empowering books like Feminists

Don’t Wear Pink and Life Honestly