05 target Market

Based on a variety of factors that emerged in our primary and secondary research, our team chose the following target market for our campaign. The group we aim to target is tech-savvy 16 to 30-year-olds who keep current with the latest beauty trends. They are socially conscious and care about both the environmental and personal impacts of the beauty products they use.

We chose to target this age group due to the fact that their most used social media platforms are Tik Tok and Instagram (Howarth). Their preference for these social media platforms was also evident in our primary research in which 94% and 59% of respondents said they learned about new makeup from TikTok and Instagram, respectively. TikTok is also where the “clean girl” aesthetic became wildly popularized among Gen Z and Millenials. Thus, our campaign will be relevant to this age group. Additionally, Tik Tok and Instagram are the social media platforms we plan to use most heavily in our specific promotional and media tactics.

The psychographics and demographics of our target market have a strong alignment with Tower 28’s core values of inclusivity, community, healthy fun, and clean living. Gen Z and Millennials’ purchasing habits are largely based on their “[commitment] to making choices that align with their values” (Petro), those of which are sustainability, inclusivity, and diversity. Their emphasis on brands’ social responsibility is an indication of their high likelihood to associate themselves with Tower 28 and the messaging of the #CleanIsInclusive campaign. This is further supported by a Statista survey collected in 2021 that reported, “approximately 46 percent of surveyed participants belonging to Generation Z and 45 percent of millennials [are] interested in trying clean beauty and personal care products” (“Interest in Clean Beauty Products”). Gen Z and Millenials compose the large majority of consumers interested in clean beauty, therefore focusing on their age segment will allow us to effectively reach consumers who will be the most receptive to the Tower 28 brand, reaping the highest brand visibility for the company.