Paula’s Choice Skincare
Customer Personas
Lead Copywriter
Developed based on third-party customer research.
best skin of my life
Finally I’ve found it.
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
Nickname
Solution Seeker
gender
Female
age
38
Beauty Mission
Find something that actually works.
Loyalty level
So. Loyal.
Her Life
Location
Austin, TX
day job
Toddler Chasing
Night Life
Red wine + Netflix
watch
Scandal, CSI reruns
Read
Real Simple, Oprah’s Book Club
ride
Honda CR-V
jam
Top 40, Disney Radio
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.
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
NIckname
Intellectual Researcher
gender
Female
age
45
beauty mission
Don’t waste my time or my money.
loyalty
Loyal to results.
ride
Prius
jam
NPR, Sleep Sounds
pet
Persian Cat
Shop
Nordstrom, Ann Taylor
Motto
“The best project you’ll ever work on is you.”
Her Life
Location
Portland, OR
day job
Financial Consultant
Night Life
Charity events, Bamboo Sushi
watch
Orange Is The New Black, Dateline
Read
Vanity Fair, New York Times, Steven King
Can’t live without it
I may be the original Paula fan.
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
nickname
The Fan
Gender
Female
Age
55
Beauty mission
Spread the gospel of Paula.
Loyalty level
‘Til death do us part.
ride
Mini Coop
jam
Mozart, The Eagles
pet
Alaskan Husky, Two Cats
Shop
J Crew, Whole Foods
Motto
“Don’t be afraid to fail. Be afraid to not try.”
Her Life
Location
Columbus, OH
day job
College Professor
Night Life
Poetry readings, collegiate dinner parties
watch
60 minutes, AMC, House of Cards
Read
Fine Home Gardening, Jane Austin, The New Yorker
great expectations
Just tell me what I should buy.
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
nickname
The Straight Shooter
Gender
Female
age
40
beauty mission
Little effort for giant results.
loyalty level
Moving target.
ride
Jeep Cherokee
jam
Radiohead, classic rock
pet
Jack Russell Terrier, gold fish
Shop
REI, consignment shops
Motto
“She believed she could, so she did.”
Her Life
Location
Orange County, CA
day job
Freelance Photographer
Night Life
Gallery openings, Backyard BBQs
watch
Orphan Black, Survivor
Read
National Geographic, Sunset
this is so what i need
I’ll try your products because they’re new.
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
nickname
The Cosmetics Junkie
gender
Female
age
40
beauty mission
To live at the cutting edge.
loyalty level
Easily distracted.
Her Life
ride
VW Beetle
jam
Taylor Swift, Shania Twain
pet
Chihuahuas
Shop
Everywhere
Motto
“A new pair of shoes can change your life.”
Location
Orlando, FL
day job
Hairstylist
Night Life
On the town
watch
Grey’s Anatomy, The View
Read
Cosmo, People