Paula's Choice Skincare
Customer personas

LEAD COPYWRITER


BEST SKIN OF MY LIFE

“Finally, I found it.”

Nickname Solution Seeker     Sex Female     Age 38
Beauty Mission Find something that actually works    Loyalty Level So. Loyal.

HER Routine

Skin Concerns
The toughies. Acne, eczema, rosacea.
Beauty Awareness
Been around the block. Not easily fooled (anymore).
Dedication
Sticks to her routine religiously
Language
Sees right through the buzzwords
Favorite Product
CLEAR Exfoliant

HER Life

Location Austin, TX     Day Job Toddler Chasing
Nightlife Red wine & Netflix     Watch Scandal, CSI reruns
Read Real Simple, Oprah’s Book Club     Jam Top 40, Radio Disney
Ride Honda CR-V     Pet Chocolate Lab, Gold Fish, Hamster
Shop Kohl’s, Target, Amazon     Motto “Put your positive pants on!”


 PROVE IT

“I won’t pay until I know exactly what I’m getting.”

Nickname Intellectual Researcher     Sex Female     Age 45
Beauty Mission Don’t waste my time or my money     Loyalty Level Loyal to results

HER Routine

Skin Concerns
Looking less than her best, aging.
Beauty Awareness
She invented ingredient-based research
Dedication
All or nothing
Language
Knows more about your product than you do
Favorite Product
Resist Barrier Repair Moisturizer

HER Life

Location Portland, OR     Day Job Financial Consultant
Nightlife Charity events, Bamboo Sushi     Watch Orange Is The New Black, Dateline
Read Vanity Fair, New York Times, Steven King     Jam NPR, Sleep Sounds
Ride Prius     Pet Persian Cat     Shop Nordstrom, Ann Taylor
Motto “The best project you’ll ever work on is you.”


CAN’T LIVE WITHOUT IT

“I may be the original Paula fan.”

Nickname The Fan     Sex Female     Age 55

Beauty Mission Spread the gospel of Paula     Loyalty Level ‘til death do us part

HER Routine

Skin Concerns
Aging
Beauty Awareness
Well, Paula says…
Dedication
Twice a day every day
Language
Fluent (Thanks to Paula!)
Favorite Product
Clinical 1% Retinol Treatment

HER Life

Location Columbus, Ohio     Day Job College Professor
Nightlife poetry readings, collegiate dinner parties     Watch 60 minutes, AMC, House of Cards
Read Fine Home Gardening, Jane Austin, The New Yorker     Jam Mozart, The Eagles
Ride Mini Coop Pet Alaskan Husky, Two Cats     Shop J Crew, Whole Foods
Motto “Don’t be afraid to fail. Be afraid to not try.”

 


GREAT EXPECTATIONS

“Just tell me what I should buy.”

Nickname The Straight Shooter     Sex Female     Age 40
Beauty Mission Little effort for giant results     Loyalty Level Moving target

HER Routine

Skin Concerns
sun damage, aging
Beauty Awareness
Knows everything her older sister does
Dedication
Hit or miss
Language
Can’t name more than two brands currently in her bathroom
Favorite Product
Sunscreen

HER Life

Location Orange County, CA     Day Job Freelance Photographer
Nightlife Gallery openings, Backyard BBQs     Watch Orphan Black, Survivor
Read National Geographic, Sunset     Jam Radiohead, classic rock
Ride Jeep Cherokee     Pet Jack Russell Terrier, gold fish
Shop REI, consignment shops      Motto “She believed she could, so she did.”

 


THIS IS SO WHAT I NEED

“I’ll try your products because they’re new.”

Nickname The Cosmetics Junkie     Sex Female     Age 40
Beauty Mission To live at the cutting edge     Loyalty Level Easily distracted

HER Routine

Skin Concerns
Everything
Beauty Awareness
Self-taught expert
Dedication
Enthusiastically consistent
Language
Beauty is her fist language
Favorite Product
Depends on the day

her Life

Location Orlando, FL     Day Job Hairstylist
Nightlife On the town     Watch Grey’s Anatomy, The View
Read Cosmo, People     Jam Taylor Swift, Shania Twain
Ride VW Beetle     Pet Chihuahuas     Shop Everywhere
Motto “A new pair of shoes can change your life.”