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Yna Kaye is a 45 year old OR Nurse in Makati Medical Center, who works a 48 hour shift. She is also a single mom who juggles work and taking care of her kids Loki and Snoop. Yna often has no time to cook for her kids due to her busy schedule, she comes home late and has little to no energy to cook for her teen kids. With this, Yna would often resort to buying food from an app called Grab Food. This saves her a lot of time and energy because she no longer has to cook and she can let her kids pick the food they want.

Name: Yna Kaye

Age, Gender, Location: 45, Female, Taguig City

Occupation: OR Nurse, Single Mom

Demographics:

-Income: 40k-50k

-Education: Graduated at UP Manila

-Family Background: Middle-Class, annulled with her ex- husband, 2 sons (teen boys)

Psychographics:

- Interests: Easy to make food recipes, cup noodles, Fast food, processed food, and trauma patients

-Values: Family first, providing for her kids, time efficiency, practicality

- Attitudes: Often stressed and tired, values convenience, open to digital solutions like food apps

- Motivations: Wants to spend more quality time with her kids instead of being stuck in the kitchen, seeks less hassle in daily life, motivated by making sure her kids are fed and happy despite her hectic schedule

Behavioral Traits:

- Shopping Habits: Frequently orders food online (Grab Food), prefers quick and convenient options, buys practical items over luxury

- Brand Loyalty: Loyal to convenience based services like Grab and fast food chains her kids enjoy

- Online Activity: Active on food delivery apps, occasional browsing of recipe videos or parenting tips, checks social media for quick hacks and updates

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-Druski Johnson

-28, Male, Metro Manila

-Social Media Influencer/ Single Dad

- 1 million pesos per month salary, high school education, Broken family

- Self made millionaire, always on camera and entertains fans with hilarious comedic short skits, motivated to be a world famous and rich.

- Always busy so he is lazy to shop in person, also gets crowded by fans when going to malls so he prefers to shop online.

Druski Johnson is a successfull young adult who has become very famous the past several years for his comedic short skits on social media. He used to struggle with acne as a teen until he started using cetaphil cleanser. Since using it, the product has revolutionized his skin and he is confident being on camera. After his success with using Cetaphil, it will always be his brand of choice and he has no need to try anything else as he will remain loyal to the brand for years to come.

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Jimmy Lim is a famous Native-Chinese Filipino-grown food blogger and has been travelling around the world, trying different delicacies from various cultures. His primary connoisseurly are sweets, particularly of sweets that has the ability of being guilt-free and promotes gut-health priority at most.

With his massive following online, he employs his platform in order to advocate for enjoyable food consumption without guilt coming in the way.

Eventhough Jimmy Lim is financially capable of impulsively hoarding food on his food travels, he only purchases food once every time he comes by a pre-decisioned restaurant. He also stays true to his followers by critiquing food brands authentically and does not accept any partnerships or bribery from them.

Jimmy Lim has commended ZUS COFFEE in one of his videos as he was able to critique ZUS COFFEE's Iced Spanish Latté, which has a very low sugar top-up and still taste like the regular volume of sugar added.

Name: Jimmy Lim

Age, Gender, Location: 26, M, Manila [Nomad]

Occupation / Life Stage: Food Blogger

Demographics: Upper-Class, Derives Profit Through Online Activity

Psychographics: Travelling, Quality over Pricing, Guilt-Free Food Advocate

Behavioral Traits: Purchases foods once at a time each store, does not possess brand loyalty.

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Amara Claire Sudario is a 24-year-old freelance designer and small business owner living independently in Makati, where she balances creative work with her eco-friendly stationery brand. Passionate about clean beauty and minimalist living, she swears by her consistent skincare routine, with Cetaphil as her trusted go-to. With sensitive, combination skin, she avoids trendy products in favor of gentle, proven ones that support her “no makeup” glow. Her days often begin with yoga and journaling, habits that help her stay grounded amid the chaos of freelancing. A quiet force of intention, Amara curates her lifestyle around wellness, ethical choices, and the belief that self-care is a daily necessity.

Name: Amara Claire Sudario

Age, Gender, Location: 24 years old, Female, Quezon City, Metro Manila

Psychographics:

Interests:

Clean beauty and skincare routines

Yoga, journaling, and minimalist living

Values:

Self-care as a daily habit, not a luxury

Transparency and ethical sourcing in brands

Attitudes:

Prefers gentle, proven products over trendy ones

Believes wellness is holistic: skin, mind, and body all matters

Motivations:

Aims for a “no makeup” look with healthy, calm skin

Behavioral Traits:

Shopping Habits:

Buys skincare products from Watsons, Lazada, and official brand websites

Loyal to brands that work — will stick with a product for years if effective

Brand Loyalty:

Has been using Cetaphil Gentle Skin Cleanser since college — it's a non-negotiable in her routine

Occasionally tries other brands for serums or moisturizers, but always returns to Cetaphil for her cleanser and sunblock

Online Activity:

Active on Instagram, Pinterest, and TikTok (as a consumer more than a creator)

Follows skincare influencers, minimalist lifestyle pages, and dermatologists

Pain Points:

Has combination, sensitive skin that reacts badly to harsh products

Gets overwhelmed by too many choices or complicated 10-step routines

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Shaun Malone is a hot artist in the pop genre industry. He makes rnb and sole music. He loves to perform on stage and doesn’t like to lip sync to show the people how authentic his craft is. He is also physically active so that he won’t get tired easily, from going to the gym and do some running. He’s single and doesn’t want to be in relationship currently because he wanted to focus more on his career and continue to inspire others. He’s basically married to his work to showcase his craft as an artist. Does modeling in the side to gain extra money, endorsements, and good connections too. He is currently working on his next album that is why is locked up in his studio to focus on it.

Name: Shaun Malone

Age, Gender, Location: 28, Male, California

Occupation / Life Stage: Model and Singer

Demographics:

Higher class because has a steady flow of income due to his work.

College Graduate of Music and Performing Arts

Middle class family who supported his dreams in music.

Psychographics:

Skin Care, Grooming, anything to make him look presentable on camera. Love social media. Loves to travel for work and interacting with his fans.

Self care and authenticity. He doesn’t like to be fake in front of the people that’s why he focuses on looking good to present himself better.

He loves to interact with fans but not physically. Likes to maintain distance to protect himself. Cautious in the products that he uses.

To inspire others in being confident about themselves and presenting themselves to be better on and off stage.

Behavioral Traits:

Shops online but mainly physical stores so that he can try out the products for himself. Since he has sensitive skin he wanted to see it in person and test them safely.

When a product works he gets loyal to the brand. As long as it benefits him, he will continue to use it until it doesn’t work anymore.

Dry skin is his enemy that’s why a lotion is a must. Dry skin from being exposed too much due to concerts. Having heavy make up. He really needs reliable skin care products so that he won’t damage his own. Knowing that he won’t get any younger in the future.

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Gabriella Sardea is an 18-year-old college student from the University of Santo Tomas. She has been a YouTube influencer ever since she was 15, making content about skincare. Her content highly focuses on the girls who want to have clear skin. She tries every product that is sent to her by the brands and gives an honest review of it. The product that she appreciates is usually in her routine once she loves it. Gabriella is true to what she’s saying about skincare because her mission includes women being confident in their own skin.

Name: Gabriella Sardea

Age, Gender, Location: 18, Female, Mandaluyong

Occupation / Life Stage: College Student, YouTube Influencer

Demographics:

Income level: Supported by family business + influencer earnings

Education: Undergraduate (Freshman Student) from University of Santo Tomans

Family background: Family is known for their business, Business over anything

Psychographics:

Interests: Make Up, Fashion, YouTube, Lifestyle Vlogs

Values: Confidence, Independence

Attitudes: Optimistic, Kind, Respectful, Empathetic

Motivations: To help young women gain confidence through skincare

Behavioral Traits:

Shopping habits: Loves branded clothes, Loves shopping online

Brand loyalty: Loyal to brand that makes her skin glowy and fresh

Online activity: Active on YouTube and Instagram

Pain points: Struggles balancing college and being an influencer

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Gina Hayle

21 years old, Sta. Maria Bulacan, Female

Demographics:

Income Level: Moderate, fixed monthly salary, allocates part of budget for convenience services

Education: College graduate (recently employed)

Family Background: Middle-class, values time efficiency and convenience

Psychographics:

Interests: Food trends, social media reviews, tech apps, convenience-driven lifestyles

Values: Time efficiency, accessibility, variety, value for money

Attitudes: Sees food delivery as a necessity for busy schedules; open to promos and discounts; values convenience over cooking

Motivations: Wants quick, reliable meals without the hassle of cooking or long waits

Behavioral Traits:

Shopping Habits: Orders 3–4 times a week, usually during workdays or late evenings

Brand Loyalty: Moderate; prefers GrabFood but also checks other apps if there are better promos

Online Activity: Active on TikTok, Instagram

Pain Points: Delivery fees can be high, long waiting times during peak hours, occasional wrong/missing orders

Gina Hayle is a 21-year-old young woman professional working as callcenter agent in Makati City. With her busy work schedule, she often skips cooking at home and turns to GrabFood to save time. She scrolls through TikTok and Instagram to discover trending meals, then orders them conveniently during lunch breaks or after work. While she values the variety and speed GrabFood offers, Gina sometimes feels frustrated by high delivery fees and occasional delays. For her, GrabFood isn’t just about eating—it’s about balancing her fast-paced lifestyle with convenience, accessibility, and the joy of trying new food trends.

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Anna is a 19 year old Communication student that loves to do school events and active in doing school organizations. She wakes up at 6 am for her morning class, she commutes around Manila in order to go through school. With a long hours of commuting her hair always stays fresh, clean, and give of a fragrant smell. She fixes her hair with just a simple finger comb. It is said that her hair is her secret to confidence and motivation.

Name: Anna Sanchez

Age: 19 Years Old

Occupation: Student

Location: Manila, Philippines

-Demographics-

Income Level: Allowance based of (1500-2000 pesos/month given by parents)

Education: 2nd Year college student in Communication Arts

Family Background: Middle Class family with a supportive parents, Anna is the middle child of the 3 sisters.

-Psychographic-

Interest: Fashion, doing Tiktok trends, going out with friends, and doing school activities (both orgs and events)

Values: She Values freshness, Confidence, and personal care

Attitude: She is Optimistic and always wanted to feel and look good and Clean

Motivation: She always wants to look and stay confident when going to places especially in school.

-Behavioral Traits-

Habits: Has a habit of washing hair daily due to the pollution from the commute and heat

Brand Loyalty: A user of Palmolive Shampoo due to the price affordability and accessibility to nearby stores

Online Activity: Usually follows beauty trends online especially with "get ready with me" kind of videos

Pain points: She worries about having an oily scalp and having a smelly hair due to commuting especially in Manila. Having expensive hair products that does not always deliver good results.

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Johnny Vederosaga is a 34-year-old Marketing Director from San Juan City. He works long hours at a Magazine company, which often leaves him little time to cook meals. Every morning, he would grab a quick coffee before heading to the office, and during lunch breaks or late nights at work, he would rely on Grab Food for convenience.

Johnny enjoys trying out different cuisines, fast food exclusives, and especially trending local food brands he discovers on TikTok, Facebook, and Instagram. However, He is also mindful of his budget and often looks out for promo codes and delivery discounts. For him, Grab Food is not just about convenience but it’s about accessing a variety of food options, saving time, and rewarding herself with comfort food after a stressful day.

Name: Johnny Vederosaga

Age: 34

Gender: Male

Location: San Juan City

Occupation / Life Stage: Marketing Director

Demographics:

Income Level: Moderate, stable monthly salary but budget-conscious

Education: Bachelor of Science in Marketing Management

Lifestyle: Busy, time-pressed, social media active

Family Status: Single, living independently in a condominium

Tech Use: Relies on apps for daily needs

Psychographics

Personality: Ambitious, practical, reward-driven, values convenience and efficiency.

Values: Time efficiency, work-life balance, variety in experiences, quality food without the hassle.

Interests: Exploring trending restaurants, keeping up with social media food content

Behavioral Traits

Food Preferences: Mix of fast food staples and mid-range restaurant meals; open to trying new trending local brands.

Promo Sensitivity: Actively searches for discounts, vouchers, and free delivery offers before ordering

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Marian de Vera is a 21-year-old college student who works part-time as a brand affiliate, mainly promoting skincare products. She enjoys creating content on Instagram and TikTok, sharing honest reviews and skincare routines with her followers. Balancing schoolwork and brand partnerships, Marian carefully manages her time to stay consistent online. For her, skincare is not just about beauty but also about self-care and confidence. She values authenticity, only endorsing products she truly believes in while inspiring others to feel good about themselves.

Marian De Vera

Age, Gender, Location: 21, Female, Caloocan City

Occupation / Life Stage: Collage Student, Part time Brand affiliate mostly for skin care or make up.

Demographics:

Income Level: 30k she earns from affiliation.

Education: Undergraduate

Family Background: Middle Class

Psychographics:

Interests: Skincare routines, minimalist design

Values: Simplicity, reliability, skin health, affordability, transparency in ingredients

Attitudes: Cautious but curious about new skincare

Motivations: Wants a gentle, dependable skincare routine that won’t cause breakouts or irritation

Behavioral Traits (Specific to Skincare & Cetaphil):

Shopping Habits: Buys skincare both online and in-store

Brand Loyalty: Has been using Cetaphil for 2+ years

Online Activity: Watches skincare routines on YouTube or Reels

Pain Points: Breakouts caused by harsh or overly active ingredients

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Andrea Teodoro is a 25-year-old TikTok influencer based in Makati. Known for her long, healthy natural hair, Andrea creates content focused on hair care tips, routines, and product recommendations to help her audience achieve the same results. She’s a big advocate for organic shampoos and natural products, which she features regularly on her page to encourage a healthier approach to beauty. For Andrea, being an influencer is about more than just creating content, it’s about inspiring her followers to take better care of themselves and make mindful choices when it comes to the products they use.

Name: Andrea Teodoro

Age, Gender, Location: 25, Female, Makati

Occupation / Life Stage: Tiktok Beauty Influencer

Demographics

Income Level: Middle to upper-middle class (influencer earnings, brand deals)

Education: Graduate of BSBA Major in Marketing Management.

Market Reach: Primarily Filipino audience, but content may also attract international viewers

Psychographics

Health-conscious, beauty and self-care focused, content creator lifestyle

Sustainability, promoting natural/organic products

Aspirational, creative

Behavioral Traits:

Prefers natural and organic beauty products, supports local brands

Likely loyal to brands that align with her eco-friendly and health-conscious value

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Carmelo Anthony is a 25-year-old junior field reporter living in the bustling city of Quezon City, Philippines. He’s in the early stage of his journalism career, often assigned to cover several beat reports such as local politics and human-interest stories. His days usually start early, chasing leads through the crowded streets, utilizing jeepneys, and weaving through traffic.Carmelo rents a small apartment in Quezon City, not far from the newsroom where he works. With big dreams, he aims to be one of the most well-known journalists in the country. His living space? Walls filled with sticky notes of ideas, various professional books and a corkboard pinned with newspaper clippings of his published works.

Name: Carmelo Anthony

Age: 25

Occupation: Junior Field Reporter at GMA

Demographics

Income Level: As a Junior Field Reporter, he earns slight above the entry level salaries.

Education: Has a bachelor's degree in Mass Communication

Family Background: He belongs to a family of teachers

Psychographics:

Interests: He loves participating in public affairs and watching sports

Values: He is a down-to-earth person no matter how much praise he receives.

Attitude: He always think of other people's welfare

Motivation: He aims to being truth and transparent information to the public as a journalist.

Behavioral Segmentation

Shopping Habits: He tends to buy hygiene products through sachets to maximize his productivity.

Brand Loyalty: Once he liked something, he's going to buy it all over and over again.

Online Activity: Since he's a reporter, he's always on the watch of what's happening around him through social media and connection.

Pain Bonds: People tend to accuse him of being biased if they didn't like what they have read.

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Sherie is a 27 year old content manager in Marikina. She values time and convenience so she usually orders food from Grab to alleviate hunger while remaining focused on work. This allows her to attend back to back meetings with the team and their clients while not stressing over food preparation.

Name: Sherie Han

Age, Gender, Location: 27, Female, Marikina City

Occupation/Life Stage: A newbie content manager in a marketing agency, has a small following on her TikTok account where she posts “A Day in the Life” and content.

Demographics

Income Level: Earns 28k per month through her marketing job

Education: A college graduate with a degree in Communication

Family Background: Sherie is an only child in a middle class family

Psychographics

Interests: Social media, marketing trends, food hopping with family and friends, self-care days at home

Values: Convenience, time management, workaholic

Attitudes: Likely to spend more money for convenience

Motivations: Satisfy cravings with little effort

Behavioral Traits:

Shopping habits: Likes to order food when midnight hunger hits and when watching movies with the family. She also likes having caffeine to accompany her during work hours.

Brand loyalty: Goes for more healthier options, so she doesn’t really buy fast food

Online activity: Enjoys watching mukbangs on TikTok and searching for new food spots. Sherie is most likely browsing on GrabFood before lunch time even starts at work.

Pain points: Even though she can be adventurous, she has food allergies and can be kind of picky

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Rubelyn is a student-athlete who likes to prioritize herself through self-care and self-reward. She trains from 5pm-9pm and goes to classes from 9am-3pm. One night, after her training, she immediately went home to do her thesis and rest. But after a busy day, she wanted to help herself into a nice treat. Hence, she immediately went to Grab Food to satisfy herself and be able to continue working from home the rest of her day.

Name: Rubelyn

Age: 21 year old

Gender: Female

Location: Cavite

Occupation / Life Stage

A student-athlete

Athletic Scholar

Demographics

Income: Scholar with allowance from the university

Education: She is a 4th year sports science student

Family Background: She is from an upper class family. Her parents earns more than enough for her and her 2 younger siblings. Hence, her scholarship and allowance serves as an avenue for her family to able to gain more earning and save more pocket money for herself.

Psychographics:

Interest: sports, mukbang and exercise

Values: Prioritize self-care, self reward and personal satisfaction. Believes in “food is fuel” as an athlete. Prioritize her health and well-being.

Attitudes: Very spontaneous and out going. Prefers obtaining what she wants at the moment rather than waiting for a better option.

Motivations: She wants to be able to reward herself after all the tiring trainings and academic works she is handling all at once.

Behavioral Traits: Shopping habits, brand loyalty, online activity, pain points

Shopping habits: Prefers obtaining her craving in the comfort of her home

Brand loyalty: Prefers fast food rather than restaurants so she would be able to have what she is craving for immediately

Online activity : She likes watching YouTube for mukbang and sports video/vlogs that prioritize self-care and exercise.

Pain points: She immediately gives in to what she is craving for and would prefer having it immediately.

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Carlos is a 22-year-old male college student in Makati, navigating his final thesis and a demanding internship. Juggling this busy schedule, he relies on a daily cup of coffee to stay focused and productive.

With an allowance from his business-oriented parents and a small income from his own business, Carlos is a practical and discerning spender. His core value is obtaining genuine quality for a fair price. He enjoys exploring and reviewing different coffee and matcha shops on TikTok.

Carlos’ primary motivation is to find a high-quality product that justifies its cost, viewing anything less as a waste of his time and money. He prioritizes tangible results and superior flavor over marketing hype or aesthetic trends. For Carlos, a great cup of coffee is a worthy investment in his busy day.

Your persona should cover the following details:

Name: Carlos

22, Male, Makati

College Student, Intern Student

Demographics: Earns from his small business, allowance from parents, Undergraduate student, Middle-class, business oriented parents

Psychographics: Matcha, trying coffee shops & Does review on Tiktok, practical,

smart spending, invest in a high-quality, wants a high quality with a good value

Behavioral Traits: prioritize the tangible return on their investment, loves to try different shops.

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Elle Nalbaz, 22, from Tondo, Manila lived a double life—university student by day, call center agent by night. As the breadwinner of her family, she worked hard to keep things afloat, but found comfort in small joys. Her world was filled with pastel aesthetics, TikTok Shopee trends, and budget-friendly finds. Online shopping became her escape, a way to express herself while keeping her feed Instagram-perfect. She stayed loyal to eco-friendly, affordable brands, refusing to overspend on overpriced shops. Though her limited budget, promos, and slow deliveries often frustrated her, Elle turned every small purchase into proof of resilience. Amid the chaos of work and school, she created her own little pastel-colored world—one TikTok haul and Instagram post at a time.

Name: Elle Nalbaz

Age: 22

Gender: Female

Location: Tondo Manila

Occupation / Life Stage: Working student, studying at a University and Working at a BPO Call Center

Demographics:

Income Level: Earns from her full-time job monthly, and supported by middle class / working class father

Education: Undergraduate, 4th year college student

Family Background: Middle class, breadwinner of the family

Psychographics:

Interests: Anik-anik stuffs and Tiktok shopee trends and Aesthetic finds, Likes to browse on promos online

Values: Anything aesthethic, cute, and in pastel color - under self-expression. Also prioritizes budget-friendly and eco-friendly brands.

Attitudes: Doesn't like overpriced shops or overspending money

Motivations: Wants her social media feed to be aesthetic style - especially Instagramable feed

Behavioral Traits:

Shopping Habits:

Prefers online shopping most of the time and rarely spend money on physical stores

Brand Loyalty: Loyal to brands who are eco-friendly and has aesthetic style place

Activity: Active on TikTok and Instagram; her feed is usually full of new, local, and small tiktok shops to try on

Pain Points: Limited budget, limited promos, slow service

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Bea Scottie thrives in BGC’s fast-paced energy. By day, she’s focused on her corporate career; by night, she unwinds with yoga, café-hopping, or online shopping. An only child raised in a middle-class family, she balances ambition with practicality—saving for her future while enjoying the lifestyle she’s built. City life challenges her with high costs and work stress, but it also fuels her drive for independence, growth, and little luxuries that make her feel alive.

Name: Bea Scottie
Age, Gender, Location: 25, Female, BGC
Occupation / Life Stage: Graduated, working in a corporate office, and is in the middle class

Demographics

Income Level: Earns a stable monthly salary from her corporate job; able to afford lifestyle wants but still budget-conscious

Education: College graduate, possibly with a business or communications degree

Family Background: Middle class, only child

Psychographics

Interests: Fitness classes (yoga, pilates), café hopping, online shopping, weekend getaways, social media trends

Values: Career growth, financial independence, maintaining work-life balance, quality over quantity

Attitudes: Ambitious yet practical, open to new experiences but careful with big commitments, values modern and urban living

Motivations: To build a stable career path, save for future investments (like condo or car), enjoy city life, maintain a stylish image

Behavioral Traits

Shopping Habits: Shops online frequently (Shopee, Lazada, Zalora); splurges occasionally on branded items; enjoys sales and discounts

Brand Loyalty: Loyal to trusted lifestyle and skincare brands (e.g., Uniqlo, The Ordinary, Samsung/Apple) but open to trying trendy options

Online Activity: Active on Instagram and TikTok; uses Facebook for family and work updates; follows influencers for lifestyle inspiration

Pain Points: Struggles with rising cost of living in BGC, work stress, occasional impulse spending, and pressure to maintain a polished image

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Angel Opinion is a 22-year-old graduating student based in Las Piñas that relies on the allowance given to her by lower middle-class parents. She is an only child that learned to be resourceful and live frugally and is always on the lookout for discounts and promos. She loves to hop on social media trends, viral challenges, and enjoys working out. Despite her tight budget and inability to cook due to time constraints, Kyrstel is still health conscious so she makes sure that she eats healthy food that is easy and fast to make. Her main motivation is to enjoy life and self-care within her means while working hard to build a better future for herself and her family.

Name: Kyrstel Miyoshi

Age: 22

Gender: Female

Location: Las Piñas

DEMOGRAPHICS

Occupation: Graduating Student

Income Level: Supported by Lower Middle-Class Family

Education: Undergraduate (Senior Year)

Family Background:

Only child in a lower middle-class family making Kyrstel resourceful and budget-conscious.

PSYCHOGRAPHICS

Interests:

Social media trends, viral challenges, and working out

Values:

Family and close friendships

Hard work and perseverance

Attitudes:

Budget-conscious but willing to try new products if affordable

Socially connected and values peer opinions

Motivations:

To find affordable ways to enjoy life and self-care

To build a better future for herself and her family

Shopping Habits:

Looks for discounts, promos, and student discounts

Brand Loyalty:

Healthy but cheap and fulfilling.

Online Activity:

Active on Facebook, TikTok, and Instagram

Follows influencers and pages related to good food, work outs, and student life.

Pain Points:

Limited budget restricts her choices

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Jammy Co is a 27-year-old Zumba instructor living in Pasig City. She spends most of her day teaching group classes and creating short fitness videos for her TikTok and Facebook followers. Every morning before her sessions, Jammy prepares a bowl of Quaker Oats with fruits or milk to keep her energized throughout the day. Health and balance are important to her, and she wants to inspire her students and followers to make better lifestyle choices.
Unlike many of her peers who often skip breakfast or grab fast food, Jammy prefers quick and nutritious meals that match her active schedule. She enjoys experimenting with oats by turning them into overnight jars, smoothies, or energy bars. For her, eating Quaker Oats is not just about staying fit. It is about setting an example of affordable and sustainable healthy living.

Name: Jammy Co  Age, Gender, Location: 27, Female, Pasig City  Occupation / Life Stage: Licensed Zumba Instructor and fitness vlogger

Demographics
Income Level: Middle income, earns from group classes and online content
Education: College graduate (BS Physical Education)
Family Background: Lives with parents, single, supportive of family’s wellness goals

Psychographics
Interests: Fitness, dance workouts, healthy cooking, social media challenges
Values: Health, discipline, body positivity, inspiring others
Attitudes: Believes in balanced living through a healthy diet and fun workouts
Motivations: Wants to maintain a healthy body while helping her students live more active lifestyles

Behavioral Traits
Eating Habits: Always looking for nutritious and quick meals to match her active lifestyle
Brand Loyalty: Strong trust in Quaker Oats as a partner in her fitness journey and often recommends it to her students
Online Activity: Very active on TikTok and Facebook, posting fitness routines and healthy meal prep ideas

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Gabrielle Alexandra Masculino is a Quezon City-based freelance independent filmmaker and commercial director who is 24 years old and also work for big companies. She works in a very demanding and visually stimulating field, frequently juggling lengthy shoots, inconsistent schedules, and the artistic demands of producing emotionally compelling content. She enjoys telling stories and often finds herself outside or on location in inclement weather or with harsh lighting. Gab's work as a freelance director and multimedia specialist exposes her to a lot of stress, pollution, heavy makeup, and studio lighting, all of which may cause damage to her skin. Since she has sensitive, combination skin, she seeks out skincare products that are mild, non-irritating, and efficient. She trusts Cetaphil because of its clinical reputation and ease of use, and she prefers brands that dermatologists recommend.

Name: Gabrielle Alexandra Masculino

Age: 24, Quezon City

Occupation/Life-stage: Freelance director for tv, commercial and film

Demographic Segmentation

Age: 18-24

Gender: Female

Profession: freelance director, filmmaker, artist

Education: College graduate at University of the Philippines, BA in Film

Income Level: Upper middle class (50, 000 and above per project)

Civil Status: Single

Health Status: Generally healthy, moderately stressed due to her work

Geographic Segmentation

Country: Philippines

Region: Metro Manila

City: Quezon City

Setting: Urban, fast-paced environment

Climate Consideration: Humid, tropical weather that makes her skin more prone to oiliness, breakouts, and irritation

Access to Products: Has easy access to drugstores (Watsons, Mercury Drug), derma clinics, and online platforms (Lazada, Shopee)

Psychographic Segmentation

Lifestyle:

Fast-paced, project-based schedule

Works odd hours (shoots, deadlines)

Values:

Authenticity, simplicity, and reliability

Science-backed and dermatologist-trusted products

Interests:

Filmmaking, photography, wellness, minimalist living, travelling

Occasionally browses skincare and beauty content online for her skin and wellness

Personality Traits:

Independent, practical, creative, emotionally aware, and intellegent

Behavioral Segmentation

Buying Habits:

Loyal select skincare brands that will match her skin type

Buys based on product performance, not trends, and she buy it online

Product Usage:

Uses Cetaphil products daily as cleanser and moisturizer

Applies post-shoot or during downtime for gentle recovery and to avoid breakouts

Pain Points:

Skin irritation from long makeup wear and dehydration due to irregular schedules, overwhelm from too many skincare choices on the market. She wants a proper and regular skin care that will save and comfort her skin after a long day of work.

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Madison Collis is a 22-year-Old  living in Mandaluyong City. She's currently a 3rd year College student. A coffee lover and always looking for a budget-friendly coffee shops.  She discovered Zus Coffee because it's convenience and  loves the good promos and recommendations  

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Name: Madison Collins

Age, Gender, Location: 22, Female, Mandaluyong City

Occupation/ life Stage: College student

Demographics: Undergraduate (3rd year student), middle-class

Psychographics: Coffee lover, loves exploring food and drink in a budget-friendly prices

Behavioral traits: ordering for convenience, looking forward to promos and discounts, influenced by peers/ coffee lovers

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Gabrielle Dela Cruz, 20, spent her nights inside a buzzing call center in Pampanga City. She was a college student. Her income was small, just enough to cover her needs, but her sister’s support kept her afloat. Always online, Gabrielle loved staying connected, though she still preferred the tangibility of buying things in stores especially her daily essentials like shampoo, which felt like tiny comforts in her whirlwind life. Gab was always tired, but her bravery showed in persistence: finishing a shift, acing a recitation, and showing up again the next day. For Gabrielle, survival wasn’t just about getting through, it was about proving, quietly but surely, that she could.

Name: Gabrielle Dela Cruz

Age, Gender, Location: 20, Female, Pampanga City

Occupation / Life Stage: College student, part-time call center agent

Demographics:

Income level: Minimal, earning from being a call center agent, and being supported by her sister

Education: Undergraduate (4th year college)

Family background: Middle-class

Psychographics:

Interests: Literature, Technology, TV Series

Values: Family oriented, collaborative, passionate

Attitudes: Gossiping about co-workers, acting with bravery

Motivations: Wants to play in a good team, want to feel good about her performance

Behavioral Traits:

Shopping habits: Prefers buying in stores

Brand loyalty: Purchases products that are convenient to her most especially with one of her daily essentials, the shampoo

Online activity: Active 24/7

Pain points: Always tired

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Princess Antoinette Mae Vayouge is a 28 Year-old young woman who lives in a condo unit in Makati. She is a virtual assistant from an international company so she works from home daily. She just got out of a 5-year long relationship so she sets herself a month long activity to stay fit and productive despite of being stuck inside her condo.

For her, proper diet and exercise helps her mental health regulate more than anything. She makes sure to buy the best option in the groceries when deciding a meal plan weekly. Given her salary, she puts priority in her sustainable diet choice.

Name: Princess Antionette Mae Vayouge.

Age, Gender, Location: 28, Female, Makati City.

Occupation/Life Stage: Working - Virtual Assistant

Demogaphics:

Age Group: Older Gen Z

Income Level: Middle-income (steady salary from international VA work)

Education: College graduate

Living Situation: Lives alone in a condo unit in a highly urbanized area

Lifestyle Stage: Independent, career-focused, and managing personal wellness

Psychographics

Values & Beliefs: Prioritizes mental health, self-care, and personal growth. Believes a proper diet and exercise routine supports emotional stability

Personality Traits: Resilient, independent, disciplined, slightly introspective but open to new routines after her breakup

Interests: Fitness (home workouts, yoga, or gym), meal planning, cooking

Behavioral Traits:

Shopping Habits: Chooses premium or “best option” products in groceries

Research-driven compares brands before purchase. She prefers quaker oats than rice or bread for her carbs.

Uses mobile apps for tracking fitness, diet, and productivity

Decision-Making: Quality and health > price

Brand Loyalty: Leans toward trusted brands that align with her self-care values.

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Karolyn is a 22-year old Architecture student living in Bacoor, Cavite. With the demanding nature of her program, she lives a fast-paced life as she juggles doing her architectural plates and projects and commuting from Cavite to Manila for her classes; all while still wanting to look fashionable and presentable. With how stressful her program can be, she also makes sure to enjoy life by going to bars when she is free to unwind. On her busy days, she always pulls an all-nighter for her plates so she is always on a time crunch when it comes to getting ready before school, and when she's free after her classes, she usually goes straight to party with her friends.

Apart from picking clothes to wear, she makes sure that she takes care of her long hair as it always gets really frizzy throughout the day. With her getting ready everyday, she figured out that combing takes a long time so she makes sure that her hair can withstand harsh conditions, as it is important for her that it looks shiny, not tangly, and still smells good despite the long-hour travel. She does not want these simple hassles to get in her way, with how exhausting architecture can be.

Name: Karolyn Rivera

Age, Gender, Location: 22, Female, Bacoor, Cavite

Occupation / Life Stage: College Student

Demographics

Income Level: Her parents give her a monthly allowance of 20,000-30,000 per month. This also includes her university expenses.

Education: 3rd year Architecture Sudent

Family Background: Upper middle class

Psychographics

Interests: Drawing, online shopping and thrifting, reading classic books

Values: Religious, practices catholicism

Attitudes: She sticks to brands that she loves

Motivation: Anything that fuels her passion

Behavioral Traits

Shopping habits: She is somehow impulsive, but she always prioritizes her needs then her wants follows.

Brand loyalty: As long as a brand is reliable and can withstand her lifestyle, she sticks to it.

Online activity: She is chronically online on tiktok and X, so she is updated with the latest trends and memes. She also gets her news on credible sources.

Pain points: She does not want the simple hassles get her way

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Joy wakes up early for work, rushing to prepare for another busy day in the city of Manila. She has meetings lined up and an after-work dinner with friends, so she needs her hair to stay fresh and manageable from morning to night. While scrolling through her phone the night before, she saw her favorite lifestyle vlogger recommend Palmolive Naturals Shampoo. Remembering how her mom used to buy Palmolive when she was younger, Joy feels a sense of trust and nostalgia. At the grocery, she grabs a bottle, appreciating both its affordable price and the promise of natural ingredients like aloe and coconut. The next morning, as she steps out of the shower, she notices her hair feels softer and smells refreshingly floral. Walking into the office, Joy feels more confident like she’s bringing her best self into every space she enters. For her, Palmolive isn’t just a shampoo; it’s a little boost of everyday confidence.

Name: Joy Cruz

Age, Gender, Location: 26, Female, Malate, Philippines

Occupation / Life Stage: Young professional, Marketing Associate

Demographics:

Income Level: Middle-income (₱20,000–₱25,000/month)

Education: Bachelor’s degree in Communication

Family Background: Grew up in a middle-class family; close with her parents

Psychographics:

Interests: Beauty, self-care routines, lifestyle vlogs, fitness, and travel

Values: Believes in presenting her best self as a form of confidence and empowerment; values practicality without compromising quality

Attitudes: Open to trying new products but prefers those with natural ingredients; conscious of both price and effectiveness and also familiarity

Motivations: Wants to feel confident in social and professional settings; motivated by self-improvement and maintaining a polished look

Behavioral Traits:

Shopping Habits: Buys shampoo and personal care products during monthly grocery trips or via Lazada/Shopee when on sale

Brand Loyalty: Has tried several hair care brands but often returns to Palmolive because of its scent, affordability, and familiarity

Online Activity: Active on Instagram and TikTok; follows beauty influencers and lifestyle vloggers for product recommendations

Pain Points: Struggles with humid weather causing oily or frizzy hair; wants a product that makes her hair smooth, manageable, and fresh-smelling all day without being expensive