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Consumer Behaviours
• The men / women in our target segment will read a daily newspaper such as The Times / The Guardian, and purchase a monthly magazine such as Vogue, Elle, Marie Claire, Harper’s Bazaar, Men’s Health, GQ. They are well read, well educated and care about world issues.
• They are professionals, either married with young children or single.
• Fitness and health is high on their agenda. They attend the gym, participate in Pilates, yoga, running and make lifestyle choices accordingly, for example, a well balanced diet and take an interest in buying organic produce.
• Interests include fashion, make up, art, travel, dining out and interior design.
• Television would feature in their lives, watching documentaries, programmes on health, beauty, travel, interior design, cooking and fashion.
• They listen to Radio 2, Classic FM but in CD collection you’ll find Madonna, Michael Buble, Coldplay, U2.
• Clothes would be a mixture of high street (Jageur, Zara, Karen Millen, http://www.ukassignment.org/ Jigsaw) and designer (DKNY, Armani, Gucci, Edun).
• Holidays would be taken 3 times a year. Skiing in the winter, European Easter break (Spain) and potentially USA or Europe (villa) again in the summer.
• Her make up bag includes Chanel foundation, Lancome mascara, Lancome Juicy Tube, Laura Mercier Eyeshadow.
• Her skincare regime includes brands such as Origins, Crème de la Mer, Philosophy, and she goes for Aveda treatments at the spa.
• He uses Clinique products for men and Hugo Boss aftershave.
• They both recycle, partly because they are aware of being environmentally responsible, partly because they are aware that it is a social expectation. Being environmentally friendly has a lot to do with how others will perceive you – social snobbery – one wants to create an image that will be accepted / approved of by others. This will be one of the reasons many consumers will purchase NUDE products
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