Segmentation for cosmetics market

1. SEGMENTATION
COSMETICS
BY SABRINA BRIDGET LOBO

2. QUEEN BEE MOTHER NATURE TREND MINION UPTOWN GIRL SHOP-A-HOLIC
- CREATIVE
- IMAGINATIVE
- DEPENDABLE
- CONFIDENT
- CARING
- HELPFUL
- LOVING
- EMPATHETIC
- CREATIVE
- STREET-SMART
- SELF-CONSCIOUS
- ADVENTUROUS
- INDEPENDENT
- CLASSY
- SELF-OBSESSED
- IMPULSIVE
- IMAGINATIVE
- FUN-LOVING
- ADVENTUROUS
EXPERT/INFLUENCER ENVIRONMENTALIST FOLLOWER BRAND-OBSESSED PRODUCT HOARDER

3. DEMOGRAPHIC
AGE 25 – 35 YEARS
GENDER FEMALE
INCOME AVERAGE – HIGH
EDUCATION UNIVERSITY/COLLEGE
QUEEN BEE
AN EXPERT AT ALL THINGS BEAUTY, SHE HAS A
REPOSITORY OF TIPS & TRICKS TO SHARE WITH
A GIRLFRIEND IN NEED. HAVING TRIED &
TESTED NUMEROUS PRODUCTS, HER ADVICE IS
CONSIDERED GOLDEN. SHE IS AWARE OF HER
NEEDS AND HAS A LIST OF BRANDS AND
PRODUCTS THAT SHE SWEARS BY. HOWEVER
SHE IS OPEN TO TRYING NEW PRODUCTS AND
CAN’T WAIT TO SHARE HER EXPERIENCE WITH
OTHERS.
PSYCHOGRAPHIC
- LIKES HELPING OTHERS BY SHARING HER
OPINIONS AND THOUGHTS WITH THEM
- INSPIRES OTHER WOMEN
- DEPENDABLE
- VALUES FRIENDSHIP AND LOYALTY
- CREATIVE AND IMAGINATIVE
- DRESSES TO IMPRESS
- ENJOYS SHOPPING
- FOLLOWS INFLUENCERS IN THE COSMETICS
INDUSTRY
- VERY ACTIVE ON SOCIAL MEDIA – YOUTUBE
AND INSTAGRAM ARE FAVOURITES
BEHAVIOR
- STRONG BRAND LOYALTY
- WILLING TO TRY A NEW PRODUCT OUT OF
CURIOSITY
BENEFIT
- HIGH QUALITY

4. DEMOGRAPHIC
AGE 25 – 35 YEARS
GENDER FEMALE
INCOME AVERAGE – HIGH
EDUCATION UNIVERSITY/COLLEGE
MOTHER NATURE
OFTEN CALLED THE MOTHER HEN OF THE
GROUP, SHE GENUINELY CARES ABOUT THE
PEOPLE AROUND HER AND GOES THAT EXTRA
MILE TO MAKE THEM HAPPY. THIS WOMAN IS
EMPATHETIC TOWARDS THE FEELINGS OF
OTHERS, WHICH EXPLAINS HER STRONG VIEWS
AGAINST ANIMAL TESTING AND THE USE OF
INGREDIENTS THAT CAUSE HARM TO THE
ENVIRONMENT.
PSYCHOGRAPHIC
- CARING AND HELPFUL
- PUTS THE NEEDS OF OTHERS BEFORE HERS
- EMPATHETIC AND UNDERSTANDING
- AGONY AUNT TO FRIENDS
- ANIMAL LOVER
- WANTS TO GIVE BACK TO THE SOCIETY AND
MAKE A CHANGE
- DONATES TO FOUNDATIONS LIKE PETA AND
TD FRIENDS OF THE ENVIRONMENT
- LIKES SPENDING TIME WITH FAMILY
BEHAVIOR
- ADVOCATE OF ECO-FRIENDLY AND
CRUELTY-FREE PRODUCTS
- BRAND IMAGE AND CORPORATE SOCIAL
RESPONSIBILITY AFFECT BUYING DECISION
BENEFIT
- DOING GOOD TO OTHERS OR
CONTRIBUTING TO THE BETTERMENT OF
THE SOCIETY

5. DEMOGRAPHIC
AGE 16 – 25 YEARS
GENDER FEMALE
INCOME AVERAGE
EDUCATION UNIVERSITY/COLLEGE
TREND MINION
A SUPERIOR SENSE OF STYLE AND AN
AESTHETIC EYE, THIS WOMAN IS ALWAYS AT
HER TRENDY BEST. SHE KEEPS A CLOSE WATCH
ON THE NEWEST TRENDS IN LIFESTYLE AND
FASHION AND EMULATES RUNWAY LOOKS LIKE
A BOSS. WITH INCOME LIMITATIONS, SHE HAS
MASTERED THE ART OF USING AVAILABLE
RESOURCES TO THE FULLEST.
PSYCHOGRAPHIC
- STREET-SMART, TRIES TO STAY UP-TO-DATE
- ADVENTUROUS
- ENJOYS HANGING OUT WITH FRIENDS
- CARES ABOUT WHAT PEOPLE THINK OF HER
- HIGHLY INFLUENCED BY CELEBRITIES AND
BLOGGERS
- ACTIVE ON SOCIAL MEDIA PLATFORMS LIKE
INSTAGRAM, SNAPCHAT AND FACEBOOK
- READS FASHION MAGAZINES LIKE VOGUE
AND GRAZIA
BEHAVIOR
- DRIVEN BY WHAT’S TRENDING ATM
- PRICE SENSITIVE, LOOKS FOR PRODUCT
DUPES TO FIT HER BUDGET
BENEFIT
- STAYING UP-TO-DATE WITH WHAT’S IN
- LOOKING FASHIONABLE AND STYLISH
- BEING PERCEIVED AS COOL

6. DEMOGRAPHIC
AGE 25 - 40 YEARS
GENDER FEMALE
INCOME AVERAGE - HIGH
EDUCATION UNIVERSITY
UPTOWN GIRL
PSYCHOGRAPHIC
- CLASSY AND HIGH-MAINTENANCE
- INDEPENDENT
- CARES ABOUT WHAT PEOPLE THINK OF HER
- A LITTLE SELF-OBSESSED
- SEEKS VALIDATION
- READS FASHION MAGAZINES LIKE VOGUE,
MARIE CLAIRE AND GRAZIA
BEHAVIOR
- OBSESSION WITH PRESTIGIOUS BRANDS
- QUALITY AND BRAND IMAGE OVER PRICE
- PRICE AND BRAND IMAGE IS AN INDICATOR
OF QUALITY
BENEFIT
- SNOB APPEAL
- ELEVATED STATUS
A HIGH-MAINTENANCE WOMAN WITH
REFINED TASTES, HER OBSESSION WITH
DESIGNER LABELS IS ONLY SECONDARY
TO HER NEED TO FLAUNT THEM.IN A
FIGHT BETWEEN BRAND IMAGE AND
PRICE, SHE WOULD CHOOSE BRAND
IMAGE IN THE BLINK OF AN EYE. SHE
REVELS IN THE SNOB APPEAL THAT
COMES WITH OWNING PRESTIGIOUS
BRANDS AND DOESN’T MIND
SPENDING EXTRA DOLLARSFOR THAT
BLISSFUL FEELING.

7. DEMOGRAPHIC
AGE 25 - 40 YEARS
GENDER FEMALE
INCOME AVERAGE TO HIGH
EDUCATION UNIVERSITY/COLLEGE
SHOP-A-HOLIC PSYCHOGRAPHIC
- IMPULSIVE
- FUN-LOVING AND ADVENTUROUS
- EASILY INFLUENCED
- ENJOYS TIME WITH FAMILY AND FRIENDS
- ACTIVE ON SOCIAL MEDIA PLATFORMS LIKE
FACEBOOK, TWITTER AND INSTAGRAM
- TECH-SAVVY
BEHAVIOR
- IMPULSIVE SHOPPER
- HOARDER OF PRODUCTS
- PRICE-SENSITIVE
- SHOPS EXCESSIVELY DURING SALES
BENEFIT
- SATISFACTION THAT COMES WITH BUYING
SUPERIOR QUALITY PRODUCTS AT
COMPARATIVELY LOWER PRICES
GUIDED BY IMPULSE AND MOMENTARY
URGES, SHE SHOPS FOR PRODUCTS SHE
DOESN’T EVEN NEED. SHOPPING IS HER
FAVOURITE PASSTIME. IT STARTS WITH
INNOCENT WINDOW-SHOPPING AND
ENDS UP WITH HER BUYING MORE
THAN HER BUDGET CAN
ACCOMMODATE. THE WORD ‘SALE’
TRIGGERS HER INNER SHOP-A-HOLIC
AND SHE CAN’T RESIST THE URGE TO
TAKE ADVANTAGE OF THE SHORT-TERM
REDUCED PRICES.

8. INSTAGRAM AD MOCKUP
• Catered to the ‘Mother Nature’ segment that has strong views against issues like
animal testing and the use of ingredients that are harmful to the environment in
products.
• The image shows a skincare product surrounded by green ingredients. This has
been done to convey that the product uses natural ingredients that are
environment-friendly.
• Women who shop for beauty products prefer pictures of the actual product
rather than flawless models wearing them which is why I’ve used a flat lay image
with on of Hera Cosmetics’ skincare products.
• The copy says, “Your skin’s not the only one who’ll love it. Certified eco-friendly
and cruelty-free products from Hera Cosmetics”.
• I’ve kept the copy short and meaningful because I just have 7 seconds to capture
the viewers’ attention and convey my message.

9. CITATION
• https://www.pexels.com/photo/woman-wearing-sunglasses-255282/
• https://www.pexels.com/photo/blur-care-cat-close-up-569170/
• https://www.pexels.com/photo/blond-close-up-eyes-face-449977/
• https://www.pexels.com/photo/adult-beautiful-elegant-eyewear-
291762/
• https://www.pexels.com/photo/woman-at-shoe-store-318236/