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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