Rae can be seen as a young working adult who is still exploring beauty products and recently just started trying out SK-II products having known they are the market leader in the world. Having slowly reaching the age 30, Rae is starting to pay more attention to anti-ageing beauty products. She also seems to be an active person, not only in sports but also going out for activities over the weekends.
Being of a younger age group, Rae is still open to trying out new beauty products but will likely stick to one if she finds one that is suitable and
ANALYSIS
effective for her skin. She does not seem to be loyal to a particular brand yet as can be seen by the diverse number of beauty product brands she uses. While Rae knows SK-II is a leading premium brand, it has yet connects with her but things are going positively.
Although still not loyal any brands yet, Rae has taken a liking to SK-II products which is compatible to her skin. Having shown positive results to her skin, she will probably continue to use SK-II products but also experiment with other beauty products.
The reason Rae has only recently started to try out SK-II products could probably be due to the higher price point of SK-II products; having worked for a couple of years, she can now afford this premium brand. It could also be due to the lack of attention for anti-aging beauty products at a younger age. While Rae has positive reviews for SK-II products, she is still constantly on the look out for other beauty products, making comparing between them such as Olay products. The challenge would be for SK-II to convince and establish a sustaining relationship with young working adults like Rae, who are exploring new beauty products.
Finally, as Rae is still in the initial trial period where she is testing if SK-II products are really as good as it claims to be, the brand relationship best fall under the one of courtships which is an interim relationship state on the road to committed partnership contract. This relationship is likely to strengthen and continue if Rae finds SK-II products are more very compatible with her skin and is significantly better as compared to other brands.
Rae.
