Jaehyeon is a young adult and is currently a full-time university student. Having lived in Singapore for the past 10 years, she has been heavily influenced by the Singaporean culture but does still maintain her roots as a Korean. This makes her rather exposed to many cultures and diverse products across the globe. Furthermore, Jaehyeon is an organized and knowledgeable young adult as shown in her extensive knowledge in skincare and make-up products and the way she fits them into her daily routine.
There are 2 most important groups of people that influence Jaehyeon’s choice of products – her friends and mother. She spends most of her life
Jaehyeon.
ANALYSIS
with her friends and is heavily influenced by their words and actions. As mentioned in her diary, she actually does take note of the products that her friends use and will usually seek her friends’ opinion when using new products. Nevertheless, being a Korean in Singapore, her parents played an important role in helping her to fit into the society and yet step up to her Korean identity. As such, her mother’s choices do play a part in Jaehyeon's decision making process. This is especially true when she mentioned that SK-II works effectively for her mother and thus aroused her curiosity to try it!
Jaehyeon does resonate with the brand's emphasis on natural beauty in one way or another. This is particularly evident on days that she chose to put on light make up (using less products), displaying her natural beauty. There is also no doubt that Jaehyeon uses a large extensive amount of beauty products, but more importantly, is the fact that she makes them fit into her routine and stand firm that "beauty comes from within one’s self". This brings us back to SK-II philosophy – Live Clear.
Lastly, we do not really classify Jaehyeon as a loyal consumer of SK-II but there is potential of her becoming one. This is so as Jaehyeon is still in the midst of a transition where she is growing up to an independent modern young woman. Right now, she still rely a lot on her friends and parents when making consumer decisions and defining who she really is. Furthermore, she can be easily affected by advertisements and product placements mentioned on television or through her social media platform. Nevertheless, being exposed to SK-II at such a young age and seeing the effects on herself, she does believe that SK-II works for her and share the same beauty mission as SK-II. Therefore, Jaehyeon has a Fling relationship with SK-II.
