{"id":3180,"date":"2020-06-24T21:09:54","date_gmt":"2020-06-24T19:09:54","guid":{"rendered":"https:\/\/www.enricogiubertoni.com\/\/?p=3180"},"modified":"2025-08-21T00:47:28","modified_gmt":"2025-08-20T22:47:28","slug":"how-consumers-think","status":"publish","type":"post","link":"https:\/\/www.enricogiubertoni.com\/en\/blog\/how-consumers-think.html","title":{"rendered":"Understand how your consumers think! Why in Cosmetics it is fundamental to analyze the “Persona”"},"content":{"rendered":"\n

Why do we need to understand how the consumers think or perceive our cosmetic products in depth? <\/strong>Why are the socio-demographic variables used in other sectors not enough in Cosmetics Industry?<\/p>\n\n\n\n

The reason lies precisely in the very intrinsic nature of the cosmetic product<\/strong>.<\/p>\n\n\n\n

\n

A cosmetic product is a product that is worn on the body.<\/p>\n<\/blockquote>\n\n\n\n

The cosmetic product is said to be dressed on the body because it interacts inside our body for several hours: to give an example, let’s think of face creams, body creams, sun creams, which enter into symbiosis with our dermis (the skin).<\/p>\n\n\n\n

Or think of the hairstyles that live with us even for days or weeks.<\/p>\n\n\n\n

\n

For this reason the cosmetic consumer<\/strong> has a holistic<\/strong> and symbiotic<\/strong> connection with his products.<\/p>\n<\/blockquote>\n\n\n\n

That is because the cosmetic products coexist in our consumer’s body (symbiosis) or mind due to its holistic nature.<\/p>\n\n\n\n

How well do you know your cosmetic consumer?<\/h2>\n\n\n\n

Knowing the values of your cosmetic consumer is fundamental to create the best product experience.<\/strong><\/p>\n\n\n\n

The cosmetic product is not a simple object: the cosmetic product is an experience that is deeply connected with the values of the consumer.<\/p>\n\n\n\n

\n

A cosmetic product is a colour, a substance, a fragrance,<\/strong> a shape that enters into symbiosis with our body and that determines substantial changes in our physiognomy<\/strong>.<\/p>\n<\/blockquote>\n\n\n\n

For this reason it is fundamental to enter into a deep knowledge not only of the socio-demographic variables, but above all of the psycho-graphic variables of our target segment.<\/strong><\/p>\n\n\n\n

This is extremely important because, in cosmetics, we have to be inside our customer and see the world with his world view (Weltanshauung) .<\/p>\n\n\n\n

The concepts that I have explained go under the term of Persona<\/strong> and are different from the target<\/p>\n\n\n\n

What is a Persona? What is difference from Target?<\/h2>\n\n\n\n

A Persona, also called User Persona, online\/offline Marketing Persona, Buyer Persona<\/a> is in marketing the character created at the desk who will use our product or our cosmetic brand.<\/p>\n\n\n\n

While the target group focuses on demographic variables, under the term Persona the psychographic variables are investigated in depth, i.e.:<\/p>\n\n\n\n