# data[].attributes.body
Food Delivery

# data[].attributes.body
Fitness on demand

# data[].attributes.body
Skincare

# data[].attributes.body
Doctors on-demand

# data[].attributes.body
(18-25 years old) Any gender
-Wants to look presentable in events or photoshoots or filming
-Has a regular skincare regimen
-Looking for skincare products that retains the fresh appearance of the skin
-Prefers organic, cruelty-free natural products to support eco movements as trends
-With overwhelming beauty products online, they can try out many products and review it online, gives insights to consumers about which product bests suits them
-mid to high income

# data[].attributes.body
Pet Care

# data[].attributes.body
Pet care

# data[].attributes.body
Salon

# data[].attributes.body
House Cleaning

# data[].attributes.body
Food Delivery

# data[].attributes.body
laundry service

# data[].attributes.body
Healthy Living (Health)

# data[].attributes.body
Fitness on demand

# data[].attributes.body
Food Delivery

# data[].attributes.body
Virtual tutors and coaches

# data[].attributes.body
Typically Gen Z.
Just follow influencers and trend.
Don't really care about the details of the products.
Joins the Hype and asks friends to join too.
low - high income.

# data[].attributes.body
Usually settle with life already.
Washes face with water daily.
Doesn't want to spend money on skincare products.
low - mid income.

# data[].attributes.body
Key behaviour:
Name:
Quote:
General Description:
Age:
Gender:
Income:
Location:
Family Situation:
Annual Income:
Education:
Ethnicity:

Key Goals:
Key Pain Points:
Brand Affiliations:
Tech Profile:

# data[].attributes.body
Key behaviour:

# data[].attributes.body
Key behaviour:

# data[].attributes.body
Key behaviour:

# data[].attributes.body
Must know every details of the product.
What kind of product/s to use for.
Usually mid - high income.
Will spend money for the perfect skincare product/s.
Usually females.

# data[].attributes.body
-Cares alot about their skin
-mid to high income
-spend an average of 4 digits a month on skincare products
-Organic products will be a plus point.
-Mostly Females

# data[].attributes.body
- Recommend/ share knowledge of facial skin care products with friends and family to try out.
- Will always on the lookout for something better, even if satisfied with her current skin care.
- Willing to spend more on higher quality facial skin care products.
- Love to try new facial skin care products.

# data[].attributes.body
-Introduced to the products by her rich friends
-Wants to look younger at the age of 50
-high - very high income
-will spend any amount of money to get the results she desire
-Females only

# data[].attributes.body
-Recently facing breakouts on their skin.
-Wants to remove the breakouts asap.
-low to high income
-will spend at least 3 digits if it helps improves their skin.
-Both genders included

# data[].attributes.body
- Prone to having more skincare problems (stubborn acne, oily face, etc.) than any other persons
- Would like to see an overnight change or quick results to resolve the skincare problems
- Looking to buy any skincare products that offer high quality and promise a better outcome
- Spends at any cost to get good treatment for their skin
- Mostly women but can be men too
- Middle to high income

# data[].attributes.body
- Do reviews on any social media platform for audiences who are interested in skincare
- Promote some products that they think it is suitable for any skin type and is sustainable and fuss-free
- Knowledgable about every type of skincare products for people with different types of skin conditions
- Both men and female ( e.g. Hyram, skincare influencer on Youtube)
- Low to high income ( must be affordable too for everyone)

# data[].attributes.body
- Buying from different skincare brands at lower prices in various online stores (Lazada, Shopee, Carousel, etc.)
- Selling on price is even more apparent now to attract a bigger audience and is a successful marketing strategy
- Doesn't have to pay for the same products at a higher price than in online stores
- Convenient and delivers fast
- Target price range from low (very affordable) to high
- Mostly Female

# data[].attributes.body
1. Name: Naomi Miller

2. Personal Quote: 'To Travel Is To Live'

3. Age: 22
4. Gender: Female
5. Place of residence: Munich, Germany
6. Job: Freelance Travel Writer
7. Bio: Naomi is a passionate writer who loves to travel as well. She seeks out places and shares every detail with her readers. As a child, her parents brought her to places near her hometown and that was where she developed the love for travelling. Naomi is also a frugal person who does not like to spend a lot on high-end brands. During her free time, she would play tennis with her siblings and explore the shopping platform, Amazon, since she loves to shop online when there are any sales. Naomi is also deeply inspired by beauty gurus too when she watches their channel during her free time to learn about skincare.
8. Annual Income: $40 268
9. Family situation: Naomi who is the eldest daughter among her 2 younger siblings is a family-oriented person. She still supports them financially as her siblings were schooling and her father retired. She visits them whenever she could.
10. Education: Bachelor's Degree in English, Journalism
11. Ethnicity: German, Catholic

12. Key goals:
- Earn the title of 'Best-seller'
- Improve skills to attract more readers
- Build an image/personality to get recognised worldwide
13. Key Pain Points/Frustrations:
- Busy working long, irregular hours to meet editor's deadlines
- Always travelling, did not have the time to have personal 'me time'
14. Brand Affiliations:
- Amazon
- Airbnb
- Instagram
- Starbucks Coffee
15. Tech Profile: Tech-savvy
16.  Motivation: As stated before, Naomi wanted to build her image to get her work recognised worldwide. She also wanted to spend a bit of her time beautifying her appearance as inspired by the beauty gurus she followed online. She was even more motivated by how they can influence their audience with their aura and recognition which made her deeply inspired to keep on working until she earns her title.

# data[].attributes.body
- Setting the trend and promoting various sponsors on their platform (atas status)
- Huge advantage to followers who admire them
- Knows how to lure followers into buying the skincare products they desire for. Sometimes skincare products could be affordable
- Middle to high income
- Typically females
- Age ranging around from teens to adults (14-30)

# data[].attributes.body
(55-65 years old)
-Generally recently retired or a housewife who neglects skincare routines
-Signs of wrinkles and spots in their face

-Looking for anti-aging products

-Insecure about their face and wants to maintain their appearance
-Preferably looking for skincare products that moisturize the skin

-Low-mid income

# data[].attributes.body
(>20 years old) Any gender
- Wants to provide the best insight for their patients
- Trying new skincare products and analyzing ingredients for research
-Uses skincare products daily, morning to night
-Usually uses affordable products to suit their patient's needs
-low-mid income

# data[].attributes.body
Any age, generally from age 13 years old onwards
-Having acnes affect their self-esteem and confidence
-Does not want time to research on wide variety of products
- Prefers products that easily counters acne within hours or a day
-Intense skincare routine to reduce pores
-For people who wears makeup daily, the makeup might clog the pores and worsen acne condition
-Looks for product that solves the above issue
-Looking for affordable products, most acne-prone skin users starts from teens
-Low income

# data[].attributes.body
Reads from online / offline and buys products

Influenced by media

Don’t spend time pursuing the latest trends

Low – high income

# data[].attributes.body
Obsessed with the latest news

Buy the latest products regardless of actual needs

Buy the products that are on trends

Mid – high income

# data[].attributes.body
Independently make purchase choices

Understand different product ingredients

May be particularly loyal to a specific set of high end brands

Low – high income

# data[].attributes.body
Search for the infomation before buying the products

Care about product review

Low – mid income

# data[].attributes.body
1. Will only go for brands like Dr. Barbara Sturm, Dior and Sisley, because Innisfree and Body Shop is too low class and cheap.

2. Will probably buy in bulk for next time's use, storing in huge dedicated cabinets

3. Usually subscribes to email newsletters of these brands to stay up to date on them.

4. Will probably get the brand's representatives to hand deliver products to their door steps and even get them to do a facial for them

High - Very High Income

# data[].attributes.body
1. Buy based on the reviews of the product

2. Relatively brand conscious but has a budget and will not overspend

3. Usage Timeline of Product considered normal

4. When product is good and used finished, he/she will likely go back to the same brand again

Middle Income

# data[].attributes.body
1. Has a WhatsApp group with all her "Auntie" friends to discuss what brand to buy

2. Buys in group orders with friends when Lazada or Shopee 8.8 Sale is on

3. Usually shares the products she buys with the whole family and says "this one good sia"

4.  Walks around the house with her white facemask on, scaring the entire family.

Middle Income

# data[].attributes.body
1. Will panic buy products just to solve their acne problem, regardless of how much it cost, the cycle continues until a solution is found

Income is not in the equation

# data[].attributes.body
- obsessed with new and noteworthy skincare products
- occasionally try new products
- frequently experiment with new products or trends
- follow the latest trends
- comparing products to see which is better and worth the money

# data[].attributes.body
- deals with a specific skin condition (acne, eczema etc.)
- have dry, itchy, sensitive skin
- looking for the right product that will treat their skin

# data[].attributes.body
Name: Steph Gingrich
Age: 25
Gender: Female
Job: Record store manager and radio DJ
Location: Colorado, USA
Quote: "I don't normally get involved in other people's dumb decisions."
Bio: Steph is working as a record store manager and local radio DJ in a small town called Haven Springs in Colorado. After graduating from high school, she moved to Seattle to study video game design, but ended up being pulled into the art and music scene there. In her free time, she does Tiktok videos for her different interests and has over 350k followers. Her video content includes reviews on affordable skincare products, along with trying out products sent to her for free by skincare companies to promote them.
Family Situation: Steph is an only child and lives alone. She occasionally visits her parents in Seattle.
Annual Income: $109,570
Education: College
Ethnicity: Caucasian

Key Goals:
- To travel the world
- Make music

Key Pain Points:
- Busy working long hours
- Barely has time for herself as she's working two jobs

Brand Affiliations:
- Tiktok
- Dr. Martens
- Vans

Tech Profile: Savvy

# data[].attributes.body
- mostly women ages 40 and above
- maybe retired
- have wrinkles, sagging skin
- wants to look youthful
- looking for products to moisturize and tighten skin

# data[].attributes.body
- High followings
- Good influences
- Trendsetter
- Provide information on products with details
- Mid to High Income

# data[].attributes.body
- Recommended by other people such as friends, influencer, advertisements.
- Seek out advice/​recommendations from friends on facial skin care products.
-

# data[].attributes.body
Name: Jamie Ong
Personal Quote: 'Simple is best'
Age: 28
Gender: Female
Place of residence: California, USA
Job: Clerk
Bio: Jamie is an accountant clerk for 6 years. She spent frugally for beauty as she wants to work to earn money to support her family. She will always spend time with her family during weekend going out, playing, walking and other activities.
Annual Income: $43, 590
Family Situation: Only child of the family. Mother is a housewife and Father soon to be retiring. Currently, she is financially supporting them.
Education: Diploma in Accountancy
Ethnicity: Christian

Key Goals:
- Support her family well first before her needs
- Marriage before 35 years old
Key Pain Points/Frustrations:
- Busy working, accounting for employees and company
Brand Affiliations:
- Instagram
- Facebook
- Tiktok
Tech Profile: Very Fluent

# data[].attributes.body
- Buy whatever skincare product that is viral in social network (e.g. Tiktok, Instagram, Facebook).
- Constantly spending money without thinking that whether the product is beneficial towards his/her face.

# data[].attributes.body
- Knows their own skin problem
- Knows which skincare product is the best in their own knowledge
- Low-Mid income
- Know the price well
- Does not change other brand skincare products easily, since they are satisfied with theirs.

# data[].attributes.body
- Finding a suitable product to match their skin
- Needing feedbacks and reviews for the product before buying
- Willing to spend if product is effective

# data[].attributes.body
- Buy products either by friends recommendation or just by some convincing ad

- Easily convinced by good reviews

- Only spends on products when needed

- Low - High Income

# data[].attributes.body
- Buys products based on ingredients

- Only sticking to the products that works for them

- Mostly women with sensitive skins

- Usually buys quite a lot of products to care for their skin

# data[].attributes.body
- Will not spend too much money on expensive products
- Will seek for advices from those with experience before they purchase anything
- Will only purchase when needed (eg: sudden unusual breakouts)
- Low to Mid Income

# data[].attributes.body
- High numbers of followers
- Priorities their skincare to look presentable
- Able to spend lots of money on products regardless of the price, just to look nice
- Making reviews on their social media platforms to attract their followers to buy the product
- Mid to High Income

# data[].attributes.body
- Will search for information, know each and every detail of the product before actually purchasing it.
- Will always be eager to try new products despite the price
- Will put in lots of efforts to find the most absolute perfect skincare each day
- Low to High Income

# data[].attributes.body
Name: Brenda Ong
Quote: "I really love makeup, especially the newest makeup trend"
General Description: Brenda is a marketing officer and she has been working almost every single day. Most of the time in a very special occasion, she would always want to make herself look stunning. She is someone that loves the newest makeup trend even though she could not apply it to herself. A makeup artist is always to the rescue.
Age: 26 years old
Gender: Female
Location: Singapore
Family Situation: Brenda is pampered because she is the only child in her family. Yet, she is working really hard for parents to support them as they're retiring soon.
Annual Income: $39,504
Education: Diploma in Marketing
Ethnicity: Asian

Key Goals
- Makeup on point in every special occasion will always increase her confidence and existence.
- Maintaining a stunning look
- Able to follow up the newest trend even in the middle of her tight schedule.

Key Pain Points
- Trial and error to find the product that works for her
- Often getting breakouts because skin is constantly covered with makeup most of the time.
- Understanding skin condition involves science and it's complicated.

Brand affiliations
- Instagram
- Tik Tok
- Sephora

Tech profile: Tech Savvy

# data[].attributes.body
- Will always look out for the ingredients of the products before purchasing it
- Might always want to try samples first before purchasing a product.
- Might not be interested to try new products after using one that already suits them.
- Low to Mid Income

# data[].attributes.body
- Gen Z
- Likes the attention
- Gets hype over something people uses as well
- low income but wants nice things

# data[].attributes.body
- People who has skin problems or need special care
- sensitive to sunlight

# data[].attributes.body
-search for product review before buying
-follow trends especially k-beauty
-low to mid income

# data[].attributes.body
-hope to buy products that suitable for their skin
-very concern about the ingredient
-wiling to spend a lot money on products that can help them
-low-high income

# data[].attributes.body
— between 13-19 years old
— likes having variety of products to choose from
— follows the latest trends (be it on tiktok, instagram, etc)
— budget (low to mid income)

# data[].attributes.body
— can be of any age, usually 18-25 years old
— high followings on social media
— helps to promote products (trends, sponsorships)

# data[].attributes.body
— between 40-60 years old
— shops for products under the influence of others (friends, family)
— hopes products would help improve their skin condition (wrinkles, eye bags)

# data[].attributes.body
— can be of any age
— have certain skin problems
— hoping to find products that suit their skin

# data[].attributes.body
- adolescents and young adults between ages 12 and 24

- wants to look for better and suitable skincare products to help counter their acne problem

- wants to completely stop acne from continuously appearing by finding, trying and getting the suitable product for their skin type

- listens to recommendations online or through friends etc

- continuously getting that particular skincare product because it has helped them with their acne problem

# data[].attributes.body
- they saw/chance upon K-pop idols or actresses mentioning the type of skincare product they used

- Korean skincare products are very good compared to other skincare products

-  use social media to search for information about potential purchases

- shares their own product reviews

- some Korean beauty products provide some health benefits

- some consumers want the skin of Korean celebrities

# data[].attributes.body
- women aged 18 and above are cosmetic business' target market

- wants to look younger in old age

- wants to protect their skin from potential UV rays

- wants to take good care of their facial well-being

- wants to prevent/not have many breakouts

- to look presentable

# data[].attributes.body
Name : Cristine Raquel Rotenberg

Personal Quote : “Cristine with no H”

Age : 32

Gender : Female

Place of Residence : Ottawa, Canada, North America

Job :

1. Crime Statistics Analyst

2. Youtuber

3. CEO of Holo Taco

Bio : Cristine Raquel Rotenberg, also known as "Simply Nailogical", is a Canadian YouTube personality, businesswoman, crime statistics analyst for the Government of Canada, and former child actress. She is known for creating nail art tutorials and humor themed YouTube videos. She has four YouTube channels, "Simply Nailogical", "Simply Not Logical", "SimplyPodLogical", and "SimplyPodLogical Highlights". Rotenberg is the owner of the nail polish brand "Holo Taco".

Annual Income : $479.7k (youtube alone)

Family Situation : Cristine is the older sister to her sibling, Jennifer Rotenberg. She does not live with her sister and parents. Instead she lives with her boyfriend, Benjamin Mazowita, in an apartment. Cristine and Benjamin got two cats named, Menchie and Zyler, which they care for as their children.

Education : Received a master's degree in sociology with a concentration in criminology from Carleton University.

Ethnicity : Not religious

Key Goals :

encourages young people to think of education as important

teaches her viewers that fame isn’t everything

desires to inspire others who watches her by setting an example for them to follow

Key Pain Points :

uncertain of the future and what is to come

Brand Affiliations :

Starbucks

Twitter

Snapchat

DavidsTea

Live Love Polish

F.U.N. Lacquer

Holo Taco

Tech Profile : Quite Fluent

# data[].attributes.body
- they have to often look presentable in front of fans and cameras/media

- they have to keep their skin flawless (and acne-less)

- they have to take good care of their facial well-being to look handsome/pretty for photoshoots, MVs, video shooting, fan meet etc

- they need their good looks to draw the crowd in

- to prevent netizens or haters from commenting on their beauty

# data[].attributes.body
- mostly adults (20 and above)
- very enthusiastic with latest trends
- gets sponsored
- huge amount of followers on social media that can help to promote products
- does reviews on their social platforms to acknowledge the uses of it to the viewers (food, products)
- mid to high income

# data[].attributes.body
-       enjoy new products and finding new brands

-       seeking out locally-made, artisanal, natural products in all consumer categories

# data[].attributes.body
-       refers to the age-old desire for instant gratification, focused on the skincare segment.

-       Products that allow a consumer to see immediate improvement in bags or lines or brightening are often in this class.

# data[].attributes.body
-       The skin category continues to explode with more natural, clean and even food-standard products.

-       There is a perception that skin and mind are linked and there's a connection between skin care and wellness.

# data[].attributes.body
- tends to find out things from social medias or by friends or family
- usually spends it when it is needed
- not into expensive products that are not worth it
- good reviews are easily convinced to get
- low to mid income

# data[].attributes.body
- mostly teenagers and adults (13 and above)
- looks through the reviews before getting them
- finding a compatible one that specifically suits your skin
- willingly would spend on it if it is worth
- looks through the ingredients to ensure that it is safe
- would try samples outside before purchasing them
- low to high income

# data[].attributes.body
-Follow trends
-New products is a must try
-Will try everything and anything to make sure they don't breakout
-reads reviews and makes sure its 5 stars

# data[].attributes.body
-Of all ages
-needs to look at ingredients and reviews before getting the product
-Try samples first to make sure their skin does not react badly to the product

# data[].attributes.body
-Needs their skin to stay flawless to avoid hate from their dedicated fanbase
-usually age 18-30
-Help promote brands to their usually younger fanbase through sponsorships

# data[].attributes.body
-Usually older women, aged 40 and above
-Avoid wrinkles and acne
-Willing to spend more on branded goods
-Clickbaiting would probably work on them (VERY WELL)

# data[].attributes.body
- Both gender of age between 18-35 years old.
- Help skincare company promote their products on social media. Eg, Facebook, Instagram, Youtube.
- Does reviews on the products.
- Recommend skincare products to people who have skin care problems. Eg, teenagers with acne-prone skin and mid-age women with dark spots/wrinkles.

# data[].attributes.body
- Both gender between 12-21 years old.
- Starting their puberty period, with acne-prone skin problems.
- Low budget with skincare products.
- Checking online reviews on different skincare products.
- Learning different ingredients inside different skincare products, knowing whether is it harmful to them to use.
- Following the Korean skincare products trend. Korean products are always well known as the top best solution for people who are suffering from skincare problems.

# data[].attributes.body
- 35-55 years old.
- Due to daily makeup, skin texture getting worse. Looking for face mask/ toner/ serum/ moisturizer.
- Lack of sleep, suffering from dark circles and puffy eyes. Looking for eye cream/ eye mask products.
- Harmful UV Rays, causing the growth of dark spots on their face. Looking for sunscreen/ anti-dark spot serum or cream/ skin brightening products to prevent all these problems.
- Aging, the skin wasn't as dewy or bouncy as before. Looking for anti-aging products.

# data[].attributes.body
- ages 17 and above

- keep up with latest trends

- have high follower and exposure on multiple media platform

- majority are females

# data[].attributes.body
- mostly teenagers and adults

-watchers influencer and beauty gurus

- spends on affordable beauty products

-low to mid income

# data[].attributes.body
- They know their beauty products

-They have tried multiple different products

- have tried cheapest to most expensive products

- Share different type of beauty routine that is able to feed needs to different type of people

# data[].attributes.body
- Kpop fans

- Follows the latest hype in korea entertainments

- Wants beauty standard similar or the same of their korean celebrities

- Both males and female but mostly female

# data[].attributes.body
-they know which product is suitable for them
-buy many during sales
-mid-high income

# data[].attributes.body
between 13-18 years old

budget [ low - mid ]

more likely to follow influences

prone to stubborn skin due to puberty

more likely to purchase acne prone products

# data[].attributes.body
45 years and above

budget [ mid - high ]

already know what products/ingredients work for them

likely to purchase products that advertise to be anti-ageing or help with skin texture

# data[].attributes.body
20 years and above

budget [ low to high ]

most likely sponsored

review skincare on a daily

high following on social media platforms

# data[].attributes.body
Name: Zanilia Zhao

Quote: Being gorgeous is about feeling good in your own skin

General Description: Zhao Li Ying, also known as Zanilia Zhao, is a Chinese actress. She won the Favorite Newcomer award at the 4th China TV Drama Awards, Most Popular TV Actress award at the 4th LeTV Awards and Favorite New Actress award for the mainland region at the Tudou Young Choice Awards. Her popularity only increases with hit dramas like "Boss & Me" and "Journey of Flower". In 2017, she had a memorable film role in "Duckweed" and the drama "Princess Agents". She ranked 4th on Forbes China Celebrity 100 list in 2017.

Age: 24

Gender: Female

Job: Actor

Place of residence: China (Hebei)

Annual Income: 100K

Ethnicity: Asian

Key Goals:

Maintaining youthful looks through good health.

Protect their skin from environmental and internal damage.

To looks gorgeous on screen (tv, social media)

Key Pain Points:

Don’t know which kind of skincare product to use

Unsure if the product will work on them

Unsure if the product is suitable to their skin

Brand Affiliations: Dior

Tech Profile: Tech savvy

# data[].attributes.body
These delusional middle-aged people  thinking they still can look as young as they were long long time ago.

-middle class^
-age 40^
-usually get products that covers their flaws only

# data[].attributes.body
-willing to try on different skincare products
-spend more than others (consume more)
-no fixed age

# data[].attributes.body
-typically browse stuffs
-has okay knowledge about skincare since they may or may not find interesting stuff online to look at it
-need some persuasion before accepting it into buying because they may feel uncertain
-majority of us

# data[].attributes.body
-has pimples/pores
-want to improve him/her but cant find the right solutions
-is eager to jump into buying it but also need persuasion
-is willing to listen to you about the knowledge you share about skincare products you selling and how it benefits them
-no fixed age as long as they want to help themselves