Buyer person: Rebel Redhead
Buyer Journey:
Awareness
Rebel Redhead is frustrated with the options of make up available from traditional make up brands. The mascara is too dark. The brow products too dark or too blonde. She knows she’s not the only redhead with this challenge. She starts Googling keywords like “make up for redheads” and “best mascara for redheads”.
Consideration
She starts comparing her findings - brands with extensions for redheads not carried in stores, make up brands she’s not familiar with that are based in other countries, and redhead owned brands dedicated to only redhead products. She reads reviews and watches videos to see what others say and what the product looks like on a person without filters.
Decision
She evaluates the options based on color suitability, availability, cost, returns policy, ability to try in person. She decides to go with the redhead owned small business that focuses on cosmetics and accessories only for redheads. It also has raving reviews of its products though it cannot be tried on in person at a store like other brands.