BUYER PERSONA FOR THE BEAUTY BLISS CAMPAIGN - AWARENESS STAGE

 

The Buyer Persona:

To create a representative buyer persona, the type of users who commonly interact with the social media posts of Beauty Bliss were analysed - in this case, Facebook and Instagram accounts that have either liked, shared or commented on the posts more than once. Based on these findings, user profiles who interact with Beauty Bliss posts on both Facebook and Instagram mainly consist of women who are within the age range of 25-35 years old who are married with at least 1 child, living in urban cities like Auckland and Tauranga. They all seem to value common interests; including (but not limited to) cooking, healthy eating alternatives, outdoor activities and are very family-oriented. This is reinforced with Chen's (2021) findings where Facebook users aged between 25-34 years old are the most highly engaged users and that 17% of users use Facebook for the purpose of following "brands and companies" (Gotter, 2020) where as the 18-34 age range are the most interactive group on Instagram posts (Social Media Perth, 2021), in which both platforms fits the general consensus of Beauty Bliss’s highly engaged followers. In addition to this, the images posted on their social media indicate their love and enthusiasm with beauty where closeups or profile pictures depict full-faced makeup, styled hair or good skincare. 

 Instagram


Figure i. Screenshot of Beauty Bliss product post on Instagram (Instagram, 2021)


Figure ii. Screenshot of Beauty Bliss meme post on Instagram (Instagram, 2021)


Figure iii. Screenshot of @nzkensi profile page (Instagram, 2021a)


Figure iv. Screenshot of @nzkensi profile page (Instagram, 2021b)


Figure v. Screenshot of @kar_enpam profile page (Instagram, 2021a)


Figure vi. Screenshot of @kar_enpam profile page (Instagram, 2021b)

Facebook


Figure vii. Screenshot of Beauty Bliss Facebook Page interactions (Facebook, 2021a)


Figure viii. Screenshot of Beauty Bliss Facebook Page interactions (Facebook, 2021b)


Figure ix. Screenshot of engaged Facebook page follower Jenna Van Rooyen (Facebook, 2021)


Figure x. Screenshot of engaged Facebook page follower Claire Atkin (Facebook, 2021)


Figure xi. Screenshot of engaged Facebook page follower Angelina Wright (Facebook, 2021)

Women at this age range are turning to social media to gather information on products they use. in their bodies, where 63% to to have "greater trust" (Netzer, 2017) in businesses that they can find information from on Instagram and that 48% of this demographic believe that companies build credibility by providing information on Facebook (2017). When looking at major competitors like Sephora and Mecca, the "women with at least 1 child" who is outgoing, a 'foodie' and lives in an urban city trend continues thus further displaying similarities in the audiences of Beauty Bliss and its competitors. Having similar audiences indicate that Beauty Bliss must have unique or engaging content to be more appealing compared to their established, more popular business competition in which they can achieve by producing content that would encourage website traffic, build brand awareness and increase social media engagement that exceed the online performances of their rival counterparts.

Sephora - Instagram


Figure xii. Screenshot of Sephora follower @jopiiipi profile page (Instagram, 2021a)


Figure xiii. Screenshot of Sephora follower @jopiiipi profile page (Instagram, 2021b)

Sephora - Facebook


Figure xiv. Screenshot of Sephora Facebook page follower Alyssia Stewart (Facebook, 2021)

Mecca Cosmetics - Instagram


Figure xv. Screenshot of Mecca follower @shanialewiss profile page (Instagram, 2021a)


Figure xvi. Screenshot of Mecca follower @shanialewiss profile page (Instagram, 2021b)

Mecca Cosmetics - Facebook


Figure xvii. Screenshot of Mecca Facebook page follower Nicki Lysaght (Facebook, 2021)

Of course, these are just assumptions based on a superficial viewing of their public posts and images posted publicly online that can be interpreted in many different instances, however its these similarities in the lifestyles portrayed on social media is significant in making the conclusion that the penultimate buyer persona take after these aspects. 

From this, a representative buyer persona can be created that potentially captures majority (if not all) motivations, features, attitudes, frustrations and characteristics of a target consumer in which the campaign will rely on to make informed decisions on how to respond to their needs and convince them to buy from Beauty Bliss.

Awareness Stage:


Figure xviii. Screenshot of Buyer Persona template created using Xtensio (Author's Own, 2021)

References:

Beauty Bliss [@beautyblissnz]. (2021, December 19). There's always that one friend that looks like this before you even make it to the dancefloor [Emoji] [Image]. Instagram. https://www.instagram.com/p/CXmqgF0LKut/

 Beauty Bliss [@beautyblissnz]. (2021, December 20). BLISS is BACK! Our @foxglowcosmetics x @beautyblissnz Collab Fragrance is back in stock… [Emoji] [Image]. Instagram. https://www.instagram.com/p/CXsgujcNYbW/

Chen, J. (2021). 20 Facebook stats to guide your 2021 Facebook strategy. Sprout Social. https://sproutsocial.com/insights/facebook-stats-for-marketers/

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Gotter, A. (2020). The 27 Facebook Statistics that Every Marketer Must Know To Win in 2021. AdEspresso. https://adespresso.com/blog/facebook-statistics/

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Netzer, J. (2017). 8 Social Statistics on Beauty Buyers to Shape Your Strategy Now. Khoros.com. https://khoros.com/blog/8-social-statistics-beauty-buyers-shape-your-strategy-now

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Samborskyi, R. (2021). closeup portrait her she nice attractive Stock Photo (Edit Now) 1743289826. Shutterstock. https://www.shutterstock.com/image-photo/close-portrait-her-she-nice-attractive-1743289826


Social Media Perth. (2021). Social Media Perth #SMPerth. #SMPerth. https://www.smperth.com/resources/instagram/instagram-statistics/


Xtensio. (2021). Xtensio.com. https://app.xtensio.com/design/1kcxe2m1


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