From the diary entries, Catherine can be seen as an affluent women and family oriented mother who takes time off for herself. She often spends time with her daughter by bringing her out shopping and having dinner with her. Besides spending time with her daughter, she leaves time to herself to engage in her interests like participating in Yoga classes, reading magazines and watching her favorite television programmes. Catherine is a beauty conscious woman as she focused on how she looks on a daily basis and put on some makeup when she goes to work every day. She makes an effort to
ANALYSIS
apply additional makeup like eyeliner and eyebrow pencil just to brighten her eyes. As for skincare, besides following her skincare regime, she will also use the Shiseido White Lucent Brightening Protection Emulsion to hydrate her skin during the day. She uses the SK-II sleep in masks for an additional boost in moisturizing her face at night.
Catherine gets brands information from many different sources. She can get information from the interactions with her friends, from the Taiwanese beauty shows that she watches or from HerWorld magazines. She is exposed to different beauty brands every time she watch TV, or talk to her friends or read a magazine. However, she did not find any interest in changing or checking out new brands despite her exposure. This shows her satisfaction with SK-II products and indicates her brand loyalty to SK-II. She does not mention about the prices of SK-II products, indicating that she finds their performance worth the price she paid for, indicating high perceived value of SK-II.
Based on her skincare brands, she is fairly loyal to two brands – Clinique and SK-II. Her daily regime consist mainly products from these two brands. Her usage of SK-II products are for mainly ‘repairing’ her skin from a long day at work while her usage of Clinique products is mainly to ‘protect’ her skin during the day. Her loyalty to SK-II is proven when she heard reviews about another brand, La Mer Treatment Lotion from her friends but she has no intention to try it out. She mentions that she is satisfied with the performance of SK-II products. Also, she would even take the initiative to check out new products by SK-II in departmental stores, showing that she is highly involved in buying their products, which translates into higher brand loyalty.
Due to her acceptance for SK-II and her satisfaction with the performance of SK-II products, Catherine has a Best Friend relationship with SK-II.
Catherine.
