So Much More Than Numbers: The Magic of Marketing to Your Target Demographic, Part 1 of 3
Published in PBA Progress, May 2011
By Alisa Marie Beyer
We all know that demographics play a major part in our lives. How many people live in your zip code; how big is your kid's school district; how much money will it cost you to purchase a car on one side of the country versus the other? But when it comes to branding, developing and thriving in the beauty industry — knowing the intimate, psychographic details driving how women approach beauty, decade by decade, is a treasure trove of information that shouldn't be overlooked in the excitement of product and brand identity development.
The woman in her 20's and 30's
Ah, the golden girls. Or wait, isn't that supposed to be later in life? Make no mistake; today women in their 20's and 30's are enjoying an unprecedented amount of financial freedom, personal freedom and opportunity. Even with the recent economic shifts and changes, the fact is that women in their 20's are graduating from college with more disposable income and higher earning potential than ever before; and women in their 30's are enjoying career success and economic rewards that are greater than their parents or grandparents. And it shows in how they look, dress, recreate and most importantly — shop. Women in this age demographic can be career women and mothers, or juggling both; married or single; city mice or country mice; natural or glam — but one thing they have in common is their desire to remain looking as youthful as possible for as long as possible.
"the fact is that women in their 20's are graduating from college with more disposable income and higher earning potential…and women in their 30's are enjoying career success and economic rewards greater than their parents or grandparents."
Focused on her career, her family, and to some extent more on herself than women older than her, women in their 20's and 30's also have more opportunity to focus on themselves, and it shows in what they do and how they shop. Perhaps because they are still flirting with their teenage years (or at least the idea of them), women in this age bracket are significantly more concerned with acne, in particular acne scars and body acne, than any other age group. Not surprisingly, because concerns such as acne (a skin condition most often associated with teenagers) are still so prevalent amongst this demographic, women in their 20's and 30's are more likely to say looking professional is important to their career field — 10 percent more than 40 year olds. She may have only just graduated from college, or she may be an executive vice president running an entire division, but for this woman — looking professional is a must.
"part of her desire to want to stand out is to also look sexy."
No wall flowers here, women in this age bracket want to stand out. So to make sure she looks her best, she maintains a regular skincare regimen and routinely uses facial cleanser, exfoliator and lip gloss; and readily admits she can't live without a good moisturizer, her favorite eye liner and a loose powder. But not just bland, unexciting lip gloss — part of her desire to want to stand out is to also look sexy. In fact, 75 percent of women in their twenties say they want to look sexy, 10 percent more than 40-somethings and 25 percent more than 50-somethings.
"Women in this age group are far more likely than any other to be drawn to brands endorsed by a celebrity."
To capture the attention, and spending potential, of the 20/30-something woman, there are a few key opportunities to consider. First, who's your face? Your celebrity face, that is. Women in this age group are far more likely than any others to be drawn to brands endorsed by a celebrity. But that's not her only influencer; she also places a high premium on her beauty consultant! If she's out shopping at ULTA or Sephora, or browsing on-line at Skinstore.com, she wants interaction and she takes the advice she gets from her associate seriously. Ditto for advice she gets from her family and friends, which she relies on and values. Once you've gained her loyalty, this consumer is far more likely to return to her favorite brands, or a brand she has tried before, than older age groups so if you want her dollars at the start, give her the information and sexy 'look at me' glamour she craves, and you'll be on her shopping list for years to come.
About the Author
A proven entrepreneur, Alisa Marie Beyer has built and sold three companies and is the founder and Creative Director of The Beauty Company (TBC) — the beauty industry's #1 consultancy for consumer research, brand strategy and product development. We help clients build beauty and health brands and products women want to buy. As the "McKinsey of the beauty industry" TBC offers product concept and development, consumer insights and intelligence, and brand strategy. Serving our clients at every stage of development — from startups to 13 of the top 15 global beauty companies — we intimately understand the industry, the consumer and the market, and become an integral part of each client or project team. The publisher of the "must read" Pink Report® and WomenTrends® , at TBC we keep our finger on the pulse of the industry and offer unparalleled consumer intelligence and proven methodologies. Learn more at thebeautycompany.co.