A new consumer segment emerges. It is evolving these past eight months of the global pandemic forcing many to Work from home (WFM) and the lockdown in many communities and leading the ongoing self-care trend. This consumer segment makes up 5% of the global populations in the Euromonitor report.
This self-care aficionado’ segment has had the time to reflect and focus on themselves during the lockdown. With the inability to go to a Hair Salon, attend group exercise classes. This segment now is placing much importance on being self-reliant. Their spending and purchases have been affected by the coronavirus. Their homes or apartments have become their sanctuaries, so spending on things that will benefit their physical surroundings and mental well-being is a priority.
They prioritise their health and well-being by taking part in exercise regularly and placing much importance on vitamins, supplements, balanced diets, and their homes.
The Self-care aficionado How to use SNS and Marketing to Engage with this consumer
Solution – Promotion of products that enhance personal health, well-being and self-care, green, sustainability and eco-conscious
Solution – feature SNS marketing and advertising of products that enhance The individual’s emotional well-being or encourages time spent with immediate family and close friends, with a particular focus on self-care.
Solution – use of Youtube videos that show much DIY and at-home ways to make their homes an oasis.
Impact of Coronavirus (COVID-19) on the Self-care Aficionado with SNS Marketing and their buying experience. Online SNS platforms such as Twitter, Youtube, Facebook, Instagram, TikTok, Instastories, Pinterest. The more visuals in your marketing, the better.
Ensuring they lead a healthy lifestyle. Most likely to be early adopters of any new health preventative measures.