An example customer needs analysis and customer persona created for the direct-to-consumer beauty company Glossier.

1. Chris Orcutt
Presidio Graduate School
March 3, 2019
Customer Needs & Personas

2. 1. Value Proposition
2. Customer Persona
3. Customer Profile
4. Value Map
5. Product Market Fit
6. Persona Research Plan
7. Sources
C O N T E N T S

3. V A L U E P R O P O S I T I O N
We help millennial woman feel
like their most beautiful self by
offering beauty products that
celebrate real woman, not super
models.

4. 1. Value Proposition
2. Customer Persona
3. Customer Profile
4. Value Map
5. Product Market Fit
6. Persona Research Plan
7. Sources
C O N T E N T S

5. I ’ M E LY S E L O V ESource:Instagram,2019

6. I ’ M E LY S E L O V E
29 y/o
Brooklyn
In a long
term
relationship
Liberal
Dermatology
Student
Upper
middle
class
income
Loves
food
Loves
running
16.8k IG
followers

7. I ’ M E LY S E L O V E
I am living my best life! I care about taking
care of my mind, body, and heart and am
happy to pay to live well.
I love food, fashion, and health! I am an
avid runner and self-proclaimed fitness
junkie…after my runs I love to go out to
eat with my long term boyfriend.
I am a professional woman and my career
is important to me, but my relationship
with people and myself are the most
important things in my life.

8. 1. Value Proposition
2. Customer Persona
3. Customer Profile
4. Value Map
5. Product Market Fit
6. Persona Research Plan
7. Sources
C O N T E N T S

9. C U S T O M E R P R O F I L E
Jobs
I want to look my
best when going
out
I want to know how
to use this product
(or use it better)
I want to feel trendy
I want to take care
of my skin
I want to feel like I
am part of a
community
Gains
I like seeing normal
people like me
using the products
I am entertained by
the social posts
I like the cute and
simple packaging
I don’t want to
sacrifice health for
beauty
I don’t know how to
use my beauty
products
Pains
I don’t want to feel
like I am trying to
be something I am
not
IMPORTANT
MEH

10. 1. Value Proposition
2. Customer Persona
3. Customer Profile
4. Value Map
5. Product Market Fit
6. Persona Research Plan
7. Sources
C O N T E N T S

11. V A L U E M A P
Source:Glossier,2019

12. V A L U E M A P
Products
We sell makeup,
skincare, body
wash, and
fragrance products
on glossier.com
We create
educational and
entertaining
content on
intothegloss.com
IMPORTANT
MEH
We teach people
how to use our
products
Pain Relievers
Our website is easy
and fun to use
Our products are
skin care first and
beauty second
We have an online
community where
real people can
relate
Gain Creators
We create engaging
and entertaining
real life content for
our social media
profiles
We are a trendy
millennial brand

13. 1. Value Proposition
2. Customer Persona
3. Customer Profile
4. Value Map
5. Product Market Fit
6. Persona Research Plan
7. Sources
C O N T E N T S

14. P R O D U C T M A R K E T F I T
+
Source:Glossier,2019

15. P R O D U C T M A R K E T F I T
Jobs & Products Pain & Relievers
Gains & Creators
It’s a (Great) Fit.
10
10
10
10
10
10

16. P R O D U C T M A R K E T F I T
Glossier Investment Funding vs Valuation
$100M
$200M
$300M
$400M
Jan 2013 Nov 2014 Nov 2016 Feb 2018
Investment Raised Valuation
Source:Pitchbook,2019

17. 1. Value Proposition
2. Customer Persona
3. Customer Profile
4. Value Map
5. Product Market Fit
6. Persona Research Plan
7. Sources
C O N T E N T S

18. R E S E A R C H P L A N
1. Use Glossier’s branded hashtags and customer testimonials to
find and reach out to current customers to learn why they
purchased from Glossier.
2. Go to brick and mortar beauty stores (like Sephora) and ask
purchasers if they have heard about Glossier.

19. S O U R C E S
Glossier. (2019). Retrieved from https://www.glossier.com
Pitchbook. (2018). Glossier triples valuation with latest funding. Retrieved from
https://pitchbook.com/newsletter/glossier-triples-valuation-with-latest-funding
Instagram. (2019). Retrieved from https://www.instagram.com/elyselovemd/