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Who are our customers?

Age: 20 - 39
Household income: £30k - £60k

  • A young professional
  • Single or newly married
  • High disposable income and high toiletries spend
  • Loyal to quality brands
  • Loves new products
  • Prefers stores that feel higher-end and more aspirational
  • Does not like cluttered, noisy stores that are difficult to navigate

Age: 40 - 65
Household income: £60k - £75k

  • Married or living with long term partner
  • Has children that may have now left home
  • Above average spend on toiletries
  • Likes the odd new product to treat herself
  • Regularly shops on the high street for her toiletries
  • Likes friendly and simple stores but does not like chaos

Age: 45 or over
Household income: £20k - £35k

  • Married, living with partner or divorced
  • Has children, potentially living away from home
  • Buys the basics when it comes to toiletries
  • Is excited by cheap prices
  • Has her favourite and trusted skincare and fragrance brands, but won’t often buy these for herself
  • Shops where she can get the best deal and rates this over store ambience

Age: 19 - 30

  • Income comes from his student loan or first full time job
  • Single or in a new relationship, living with parents or friends
  • His girlfriend or mum buys his basic toiletries but he likes to buy specific grooming products for himself
  • Spends his money on beer, clothes and sporting events
  • Likes variety, good value and shops on the high street

Age: 15 - 19

  • At college with a part time job or is in her first job
  • Lives with parents or in student accommodation
  • Mum buys her essential toiletries so she can spend her money on fashion and beauty products
  • Likes to look like her friends or peers and will buy products that allow her to get the latest looks
  • Dislikes tacky stores and aspires to shop in higher end stores

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