Topic: Brand: Buyer Persona (How businesses benefit from buyer personas?)

Brands understanding buyer persona plays a huge role in them recognizing, reaching, and engaging their target audience. A buyer persona is a profile that represents the majority of a brand’s consumer. Understanding the demographics, pain points, behaviors, and more of the majority of your consumers can help brands use and create specific marketing strategies and campaigns to overall benefit their brand, whether it comes to getting more sales, leads, or more. When these brands truly understand the buyer persona of their target audience, they are able to make their marketing efforts more successful.

Using this technique allows for brands to push out messages or campaigns that are more meaningful, entertaining, or interesting to their target audience. Take a look at brands like Sol De Janeiro, it is quite well known that the buyer persona of the target audience purchasing their fragrance products is a younger audience due to the lower price point for a fragrance, bright packaging, and sweeter scents. With this, Sol De Janeiro launched a campaign based around the viral “six-seven” trend, launching their limited edition “Cheirosa 67” scent. Due to understanding their consumer base being a younger demographic, this limited edition drop performed well, selling out within a couple days, then restocking again one last time, leading to it selling out again.

More brands that use buyer persona are Rhode Skin and e.l.f. Cosmetics. Rhode Skin understands that their target audience is those who follow the “clean-girl aesthetic.” With this, Rhode makes sure to keep a simple and clean aesthetic from their packaging to their Instagram, from the influencers and models they choose to represent their brand, those of which often wear little to no makeup, having clear and glowing skin.

With e.l.f. Cosmetics, they use buyer persona to capture more of buyer pain points of not being able to afford some of the higher end, more expensive brands that charge $50+ for a singular product, yet also targeted those of which who are more Gen Z or millennials who may still be active on social media and trend aware. With this, e.l.f. creates campaigns and release products that are “dupes” for products that are going viral but at a much more affordable price point. For example, e.l.f. created a very similar product for Milk Makeup’s Hydro Grip Primer selling for $38, when e.l.f.’s very similar formulated Power Grip Primer only sells for $11.

Buyer persona is not only beneficial for the beauty industry. In industries like Real Estate/Property Management, marketers use buyer persona when launching specific campaigns. In Miami, where the demographic is highly Hispanic, businesses will often launch campaigns in both English and Spanish, targeting the two largest demographics in the area, often generating good results.

All in all, using buyer persona is a great tool for marketers to use when trying to generate successful targeted campaigns and building brand loyalty.