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Strategy + Design

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

Strategy + Design

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

Opportunities to develop good products, inspired by Africa

From Afrika - High quality products from Afrika to the world

_

Certification & proof of quality and benefits, eg organic

_

Home made products/ experimentation - DIY your own ingredients. for the more basic recipes.

_

Formulated to quality

_

Confidence that the product they have purchased is the correct product for them.

Easy to carry and use tourism pack sizes

_

we can customise the packaging options for ease and convenience for the consumer on the go not bulky or not easy to carry around ( compact ) reusable sustainable packaging options

Flavourful & Aromatic Afrikan Ingredients

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consumer need for confidence in the product as well as the sustainability of the whole supply chain ecosystem.

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opportunities to share stories of the work that goes into ingredient sourcing, product development, R&D, and knowledge sharing

Trace the goodness

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Knowledge sharing as a proof of benefit

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Use QR codes to trace and learn more about how this product made

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Small scale producers have a huge opportunity to produce value for the future consumer - personal, transparent, small, agile / trendy

Of Afrika - Inspired by a rich history of culture, heritage & legacy

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Show case the rich heritage of African herbal beverages through story telling

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Invite the audience to re-experience the goodness our heritage

Create a custom herbal beverage - care routine

_

opportunities for personalisation and customised experiences + diagnostics

_

Use QR codes to trace and learn more about how this product made

_

Small scale producers have a huge opportunity to produce value to the future consumer - personal, transparent, small, agile / trendy

Research reports and product innovation resources

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