Buendia - Blog Post 2 - Target Audience

For The Man With Drive

Polo Red by Ralph Lauren "captures speed, seduction, and adrenaline in a sexy, bold scent." Although the daring, seducing, and thrill-seeking style of Polo Red can be apply to any male, specific details about the product can give clues for its target audience.

 


Age
It seems that Polo Red is targeting males who want to keep their vibrant twenties spirits. Guillaume de Lesquen, president, worldwide, of Ralph Lauren Fragrances says that Polo Red is targeted to the thriving 35-year-old.

Ethnicity/Culture
One of the psychological attributes of the color red is dominance. This product is most likely targeting a culture that values male dominance. Such cultures may include include Latinos and African-Americans. However, the official webpage for Polo Red portrays a Caucasian male wearing a biker jacket which signifies the product could be targeted to individualistic Caucasian males seeking to be the ones in control of their lives. 

Geographic
The style of the cologne implies a high-end community with yachts and sport automobiles. The location must have expensive and rare attractions to meet the daring and thrill-seeking style of the fragrance. Also, through the description of the cologne as seducing, the location feels like a location that would mesmerize any most females.

Self-Concept
The Ralph Lauren product appeals to the value of the individual which seeks to have the right to seek a life of thrill. The product also appeals to Maslow's self-actualization need. Although the packaging seems to fit a wealthy Caucasian, the appeal could be for males who seek to reach such status.

The World of Daisy

The fragrance Daisy by Marc Jacobs is a "sparkling floral bouquet, spirited and fresh, wrapped in comfort and warmth."

 Age
At first glance, the product seems to target young adult females with its description that says, "fresh and feminine, with a playful innocence." Online results say the fragrance is for females between the ages of 17 and 24.

Ethnicity/Culture
The colors yellow and white used in the packaging of Daisy give clues of the target audience. Attributes of white include unspoiled, youthful, and enchanting. Yellow is charming, clever, captivating, and outdoorsy. The colors seem to point to a culture of women that are sophisticated, yet like nature.
The ethnicity for the fragrance is not clear but is uses a Caucasian female in its advertisement. 

Geographic
The atmosphere of the fragrance aims for a setting in nature with sophistication. The style description, "Bright. Alluring. Eternal.," could be describing a private beach where the sun glistening off white sand makes it bright, the sight is alluring, and the waves are eternal.

Self-Concept
Daisy appeals esteem and aesthetic needs from Maslow's Hierarchy of Needs. The fragrance makes the user feel attractive and youthful as well as mature. It also makes the female feel she has a sophisticated style. A sense of worth is provided by the fragrance which brings out the value of the individual from the American Value System.