She stops in front of the mirror, tilts her head to one side, then the other, then blinks a thick set of eyelashes on a faint blue background. Yes, that’s it, she nods.
A single 25-year-old heading out on a date? Actually, she’s just as likely a teenager on her way to school, or a mother en route to work. In fact, households where parents are 35 to 44 years old and teenagers live at home account for the highest consumption of eye shadow. They’re likely Hispanic, predominantly affluent professionals who are constantly on the go. They’re prime magazine readers, radio listeners, and outdoor advertising audiences.
That’s the eye shadow consumer profile synthesized by Spectra using. ACNielsen, MRI, and Simmons data.
AGE AND DEMO
| Housing: | Own home |
| Occupation: | Executive, professional |
| Car rental: | Hertz, Budget |
| Potato chips: | Ruffles, Pringles |
| Credit card: | American Express Corporate, MasterCard |
| Catalogs: | Columbia House, Victoria’s Secret |
| Hotel/Motel: | Holiday Inn |
| Leisure activities: | Barbecuing, beach, board games, videogames |
| Sports participation: | Roller blading, water skiing, frisbee, soccer |
| Sports event attendance: | Baseball, soccer, hockey |
| Radio formats: | Spanish, classic rock, urban contemporary |
| Cable networks: | Nickelodeon, Cartoon Network |
| Athletic shoes: | Fila, Adidas |
| Cigarettes: | Marlboro Kings Red, Marlboro Light 100 |
| TV programs: | Sabrina the Teenage Witch, The Simpsons, Fresh Prince of Bel Air |
| Internet: | America Online, Microsoft Network |
| Newspapers: | Classifieds, movie listings/reviews |
| Gum: | Wrigley’s Winterfresh, Mint-a-Burst, Bazooka |
| Theme parks: | Walt Disney World, Six Flags |
| Family restaurants: | Sizzler, Chili’s |
| Fast food: | Taco Bell, Little Caesar’s, Jack-in-the-Box, Chuck E. Cheese’s |
| Popcorn: | Act II Microwave, Jiffy Pop Pan |
| Source: Spectra using ACNielsen, MRI, Simmons Data | |
Network
