As an affluent housewife, Shelly spends most of her days with her family. Her devotion to her family is commendable for the fact that she prepares meals for her family whenever possible. However, Shelly does spare time for herself such as beauty, fitness and her friends.
Second to her family, Shelly’s appearance is of utmost importance to her. She looks after her skin by maintaining a thorough skincare regimen everyday, a habit that she has adopted since she hit the age of 30. Aside from the basic skincare routine that includes cleansing, toning and
ANALYSIS
moisturizing, she puts in the extra effort to nourish her skin further by using sleeping masks every night. Before she steps out in the day, she would protects her skin from sun damage by applying sunscreen and day cream before finishing up with her foundation. From her diary entries, we can see that Shelly indulges in exquisite living. She pampers herself with a luxurious facial treatment every month at the SK-II Boutique Spa by Senze Salus. On top of that, she keeps a healthy lifestyle. Holding a membership of True Fitness Singapore, Shelly exercises regularly to keep herself in shape.
Shelly’s choice of beauty products are mainly influenced by externally sought information and product reviews which were primarily gathered from her favorite Taiwanese beauty TV shows and magazines. Although it does not weigh as much as her own discovery, opinions from her peers do have their power to influence her usage decision. According to her diary, she had sampled a product recommended by her friends only to return to her skincare regime upon realization that SK-II was more suitable for her skin. Therefore, it can be inferred that when it comes to skincare products, her purchase decisions are substantially steered by product efficacy.
Despite being a SK-II user for over 13 years, Shelly’s portfolio of skincare products incorporates a variety of premium brands. This stems from her belief that it is a good practice to switch around with several products from different brands. This would prevent her skin from being accustomed to the product, resulting in lower product efficacy.
In conclusion, considering her product usage habits and prolonged usage duration, the brand relationship between Shelly and SK-II falls under best friendship. As this relationship is based on reciprocity, this relationship will remain functional as long as SK-II products continue to provide her with her skincare expectations.
Shelly.
