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make your skin smile

know your target

Identifying your audience allows your business to focus marketing efforts and dollars on the groups that are most likely to buy from you

what do we know

research analysis

insights

research analysis

Below is a breakdown and comparison of your customers consumer needs, purchasing behaviour, and their product preferences.

We have four segments derived from the age and data set.

The ge-location data is global ( state where ) 
It has not been considered for analysis

Audience 1 :49.7%

explorer

age: 20 – 29

budget: below US$ 30

skincare needs:

dryness

hyperpigmentation

breakouts / acne

ingredient knowledge is high

product priorities:

clean

recommended products

cottage skincare products, marketed with high customer reviews on social media

home remedies

Audience 2

learner

age: 30 – 35

budget: US$ 50

skincare needs:

dryness

hyperpigmentation

breakouts / acne

ingredient knowledge is high

product priorities:

organic

recommended products

Emerging global brands, well established, with proven efficacy

Audience 3

sage

age: 36 – 40

budget: US$ 100

skincare needs:

dryness

hyperpigmentation

breakouts / acne

ingredient knowledge is high

product priorities:

organic

recommended products

established industry-leading global brands, proven to be good over many years of use

 

insights:

1. research analysis

segments (chart ) 

 

learning channels ( chart )

budget allocation ( chart )

 

*even with the difference in currencies, the groups have a similar budget ranges

*top home remedies

 

*the younger demographic have access to high-review cottage industry skincare products

what we know about the Kenyan consumer

Traditional shops remain the biggest channel of sale for beauty products.

15% of beauty and personal care products are sold in supermarkets

Only 30 percent of Kenyans use face products

Some platforms such as Jumia allow consumers to try out different foundations and lipsticks by digitally uploading a photo of their face, to determine if they would work well for their skin type and complexion.

*export graphs here