demographics: sex, age, job, class, location
psychographics: gender, sexuality, personality, taste, interests
In 2004 Target Marketing Magazine reported on beauty product buyers.
"Demographics point to a decidedly female market, but that’s pretty much where these individuals’ similarities end. Cosmetic buyers are as diverse as the products they buy."
There are estimates that women aged 15 and older spend on average approximately $342 a year on beauty products.
2017:
Traditional demographic markers such as age, income and gender are no longer effective for targeting consumers; individual needs and values now drive customers’ purchases and loyalties.
Demographics are dead: Consumption patterns are no longer defined by traditional demographic segments such as age, gender, location or income.
What is Post-Demographic Consumerism? Consumers are freer than ever before to construct their lifestyles according to their own ideal and tastes with little regard for tradition.
source: http://beautystat.com/site/skincare/2016-2017-2018-cosmetics-beauty-industry-market-trends-statistics-post-demographic-consumerism-what-brands-need-to-do-grow-sales-share/
Comparing both of the sources above show the evolution of demographic impact on the brand. In 2004 the buyers are almost entirely female - but are diverse in age, social class etc. In 2017 age gender and income no longer define consumption patterns.
This means I can and should focus mainly on psychographics rather than demographics - following this idea of post demographic consumerism.
New Normal – Embrace new attitudes, new freedoms and new expectations. - gender
Heritage Heresy – Be prepared to re-examine or overturn your brand heritage. - change with the times, rebrand
Post-Demographic Empowerment – Not every consumer can pursue their identity. Bring this freedom to the repressed, ignored and under-served. - help empower men in make up etc.
Gender
Gender does not define consumption patterns.
More males nowadays are buying and using make up - I want to use this to rebrand Morphe, and create a launch campaign focusing on androgyny and make up for all genders.
Sexuality
Sexuality is a contentious issue. Stereotypically, women that use make up can be gay or straight, however males who enjoy make up are generally perceived as gay due to the femininity of cosmetics. While this is not entirely true, the big names in male make up users (youtube/instagram) do seem to be gay. The comments under their videos seem to gather a lot of hate and prying questions, but also comments of acceptance.
"In the comments that unspool under their videos, men gather to trade recommendations for matte bronzers, yes, but to also work through anxieties about their gender and sexual identities. (As one curious lurker asked, "If I do this is it gay?" Nope, the crowd replied.)"
(source: https://www.nytimes.com/2016/10/19/arts/design/those-lips-those-eyes-that-stubble-the-transformative-power-of-men-in-makeup.html)
Personality
Personality ranges from person to person and so I will not be tailoring the brand to any individual personality as this could narrow the brands market.
Interests
Make up and cosmetic products
Traditional demographic markers such as age, income and gender are no longer effective for targeting consumers; individual needs and values now drive customers’ purchases and loyalties.
Demographics are dead: Consumption patterns are no longer defined by traditional demographic segments such as age, gender, location or income.
What is Post-Demographic Consumerism? Consumers are freer than ever before to construct their lifestyles according to their own ideal and tastes with little regard for tradition.
source: http://beautystat.com/site/skincare/2016-2017-2018-cosmetics-beauty-industry-market-trends-statistics-post-demographic-consumerism-what-brands-need-to-do-grow-sales-share/
Comparing both of the sources above show the evolution of demographic impact on the brand. In 2004 the buyers are almost entirely female - but are diverse in age, social class etc. In 2017 age gender and income no longer define consumption patterns.
This means I can and should focus mainly on psychographics rather than demographics - following this idea of post demographic consumerism.
New Normal – Embrace new attitudes, new freedoms and new expectations. - gender
Heritage Heresy – Be prepared to re-examine or overturn your brand heritage. - change with the times, rebrand
Post-Demographic Empowerment – Not every consumer can pursue their identity. Bring this freedom to the repressed, ignored and under-served. - help empower men in make up etc.
Gender
Gender does not define consumption patterns.
More males nowadays are buying and using make up - I want to use this to rebrand Morphe, and create a launch campaign focusing on androgyny and make up for all genders.
Sexuality
Sexuality is a contentious issue. Stereotypically, women that use make up can be gay or straight, however males who enjoy make up are generally perceived as gay due to the femininity of cosmetics. While this is not entirely true, the big names in male make up users (youtube/instagram) do seem to be gay. The comments under their videos seem to gather a lot of hate and prying questions, but also comments of acceptance.
"In the comments that unspool under their videos, men gather to trade recommendations for matte bronzers, yes, but to also work through anxieties about their gender and sexual identities. (As one curious lurker asked, "If I do this is it gay?" Nope, the crowd replied.)"
(source: https://www.nytimes.com/2016/10/19/arts/design/those-lips-those-eyes-that-stubble-the-transformative-power-of-men-in-makeup.html)
Personality
Personality ranges from person to person and so I will not be tailoring the brand to any individual personality as this could narrow the brands market.
Interests
Make up and cosmetic products
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