SPECTRA SPOTLIGHT: Lipstick Lovelies
The 24-year-old blonde who leaves a telltale smudge on the neck of her date isn’t the prime buyer at the lipstick counter. It’s her older sister, married with kids, working full-time, and balancing zoo visits with high school baseball games and pizza runs. She’s booking stays at Westin Hotels with a corporate AmEx, and leading community efforts from the church bazaar to the PTA meeting. That’s the lipstick consumer profile synthesized by Spectra Marketing, Chicago, using ACNielsen, MRI, and Simmons data. If you want to reach these consumers, keep it broad, keep it family, and keep it fun.
AGE AND DEMO
35 to 54 with kids, all neighborhoods
Housing: Own home
Occupation: Professional/managerial, craftsman/operator
Car rental: Alamo, Budget
Popcorn: Pop Secret
Potato chips: Pringles Light, Jay’s
Credit card: American Express Corporate, Discover
Catalogs: Victoria’s Secret, Lillian Vernon
Hotel/Motel: Westin, Radisson, Hilton
Leisure activities: Board games, zoo visits, kite flying
Sports participation: Downhill skiing
Sports event attendance: High school soccer, baseball
Sports viewing: Hockey, motorcycle racing, pro beach volleyball
Radio formats: Adult contemporary, Golden Oldies, Spanish ethnic, urban contemporary
Cable networks: Disney Channel, Nickelodeon, Cartoon Network
Books: Dictionary, children’s books
Athletic shoes: Vans, Converse, Adidas
Cigarettes: Menthol filtered
TV programs: Winnie the Pooh, Boy Meets World
Internet: America Online
Newspapers: Science & Technology, movie reviews
Gum: Carefree, Trident bubble gum
Public conscience: Church board, fundraising, public speaking
Family restaurants: Chevy’s, El Torito, Ground Round
Fast food: Chuck E. Cheese’s, Del Taco
Source: Spectra Marketing using ACNielsen, MRI, Simmons
