Customer Avatar–

Beard Scrub

1. INSIGHTS INTO DEMOGRAPHICS

Who Is Your Customer?

a) Minimalist: Daniel

Daniel is a minimalist when it comes to his skin care routine and wants to keep it basic. He
follows a 2-step skincare regimen - cleanse and moisturize. He is willing to spend more on
less and he would always choose one good-quality product over many average-quality
products. Daniel ritually grooms his facial hair with his favourite natural beard scrub a few
times a week. Each time, he’s pleasantly surprised with the scrub's invigorating scent and how
it leaves his skin smooth and his beard soft.

Demographic Info 25-53 (range) year old

Psychographic Info - Esteem:

Except for his beard,
Where the product fits in the Maslow Pyramid: everything in his life is kept to
a minimum. He’s proud of his
beard and wants to show
others how good he’s taking
care of it.

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 Goal - To have great looking
beard and uncluttered
bathroom counter

Value - Less is more

Sources of Info - Amazon

- beardresource.com
- badgerandblade.com
- beardbrand.com

Challenges and Pain Points Challenge:

- Picking the right
product that could
help simplify his
routine
Pain point:
- Trying many different
products that don’t
work for his skin

b) Student: Anthony

Anthony is a university student who works part-time in a restaurant. He’s proud of his lush
beard and smooth, clear skin. How others perceive him is extremely important to him, he loves
it when people compliment on his looks. He doesn’t hold back on spending on natural
grooming products - especially when he knows that by maintaining a good facial grooming
regime, he can achieve noticeable soft skin that girls just want to touch.

Demographic Info 20-30 (range) year old

Psychographic Info - Esteem:

Attention from others boosts
Where the product fits in the Maslow Pyramid: his confidence level

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 Goal - To have great-looking
beard to win over
admiration of others

Value - Good quality, natural

grooming products
- How others perceive
him

Sources of Info - Amazon

- beardresource.com
- badgerandblade.com
- beardbrand.com

Challenges and Pain Points Challenge:

- Getting a good-
quality product
without breaking his
wallet
Pain point:
- Being judged for
messy-looking beard

c) The health-conscious: Andy

Andy spends a lot of time working outdoors and going about in the city. His skin is being
exposed to dirt and pollution all-day. To him, there’s nothing more gratifying than to giving his
skin a good, deep cleanse especially after a long day at work.

Demographic Info 20-40 (range) year old

Psychographic Info - Safety needs:

He’s pollution-aware and
Where the product fits in the Maslow Pyramid: wants to do his best in
cleansing his skin properly
from dust and dirt.

Goal - To enjoy a healthy

and clean skin

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 Value - Health is everything

Sources of Info - Amazon

- beardresource.com
- badgerandblade.com
- beardbrand.com

Challenges and Pain Points Challenge:

- Finding an effective
cleanser that can help
cleanse his skin
thoroughly
Pain point:
- Pollution

What Are Their Victories and Failures?

Victories:

“Let's face it, scrubs aren't the most exciting things to use or indeed review. But, this one I've
found to be excellent. Using it 3 times a week - along with other Brickell products - and I'm
seeing a noticeable difference in my face. Even had some compliments, which can't be bad.”

“I suffered with beardruff and since using this face scrub it has completely disappeared.”

“It wasn't until my mid to late 20's that I needed to shave on a regular basis. My facial hair was
limited to my chin and upper lip until that time. I so wished for a full beard to mark my full masculine
maturity. But once full facial hair began to grow on my cheeks and neck, it became a problem; a
serious problem; in the end, a medical problem. I developed indofolliculitis where my facial hairs
curled up under my skin forming irritable, painful hair bumps. For over 35 years I have suffered
with this problem trying one remedy after another with little to no success save a fully grown beard
(which I wore for several years). This product has helped me tremendously as the buffing effect of
the product gently and painlessly sluffs away the skin allowing the hairs to grow outward more
naturally. When bumps are formed, rather than picking at them, I now increase the frequency of
use of the product and the bump is gently sluffed away. I highly recommend this product and intend
to use it for the remainder of my life.”

“I've spent a long time and lot's of money on searching for the best skin care routine and now
I've finally found it and no longer need to look. I've tried several premium brands but never
had the visual impact that my routine with Brickell has given me. I'm sticking with this one. As
a 53 year old I've focused on anti ageing and with the combination of the face wash, scrub,
moisturiser, anti ageing cream (night) I've never had visual results like this before. A few
people have asked me what I use over the last couple of months, so it's not just me noticing.”

“I have struggled with ingrown hairs on my neck from shaving for 10 years or better. I have
tried different techniques, wide range of products and im here to tell you, this stuff actually
WORKS!! I have pretty sensitive skin to begin with and on top of that get ingrown hairs from

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shaving. I used this everyday on my neck while in the shower for a week and after shaving my
skin has never been so smooth and ingrown hair free!!”

Failures:

“I never write reviews but this is so bad I feel I have a duty to tell you NOT to buy it. It doesn’t
properly exfoliate the face, it just leaves loads of irritating little beads in your hair line, face and
eyes that you’ll keep finding for hours after you’ve used it. It’s so difficult to wash off properly.
Honestly, the Aldi 69p men’s face scrub was 100x better than this. Don’t waste your money!”

“Not great. Was looking for a cheaper alternative to the clinique facial scrub. This is not it!
The particles are few, and quite large vs the clinique facial scrub. This means it doesnt really
scrubs all over. It also has that horrid slimey cheap soap feel, leaves your skin feeling dried
out. Not recommended.”

What Are Their Prejudices?

• Exfoliation can heighten sensitivity or tenderness immediately prior to shaving

• Scrub/exfoliant is a must before each shave to properly soften the beard and reduce
bumps on skin (for tough beard type)
• Scrubs help reduce razor bumps by removing dead skin cells
• Scrubbing excessively can remove healthy skin cells, leading to premature signs of
ageing - fine lines and wrinkles
• Beard products are expensive
• Shaving daily is bad for your skin (could dehydrate and irritate skin)

2. OTHER EXISTING SOLUTIONS

What is the Market Already Using?

• Brickell Men
• Saint Beard
• Lumin
• Neutrogena
• Clinique Men
• Nivea Men
• Lab Series
• ManCave
• Beardbrand
• Bulldog Original
• Scotch Porter
• Rocky Mountain Barber Co.
• Marlowe
• Jack Black
• House99
• Viking Revolution
• RUGGED & DAPPER
• L’oréal Men Expert

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What Does the Market LIKE About Existing Solutions?

- Saint Beard’s Charcoal face scrub: gentle for acne prone skin, removes dirt and
dead skin, gives an instant glow, leaves a refreshing and minty sensation after wash,
easy to use packaging, leaves skin clean and smooth without drying it out

- Brickell Men: eliminates dry spots, gentle on skin, no irritation, good for oily skin,
prevents clogged pores, good minimalist scent, affordable, light texture, minimizes
pores

- RUGGED & DAPPER: non-drying, improves facial tone, good overall size, nice scent,
good for sensitive skin, affordable, gentle, leaves skin smooth after wash

- Lumin: good for cleaning skin that’s been exposed to pollution, dirt, and other grime;
good for skin that’s sensitive to fragrance

- Viking Revolution: natural ingredients, reduces ingrown hair problem, not too
abrasive, removes oil and dead skin, non-drying, preps face for shaving, right amount
of ‘grit’

What Does the Market DISLIKE About Existing Solutions?

- Brickell Men: Size too small for its price

- Nivea Men Deep Cleansing Beard Wash: Fragrance that irritates eyes, exacerbates
acne prone skin, doesn’t clean well

- RUGGED & DAPPER: Price may deter some people, irritating on skin, strong scent

- Lumin: Expensive, leaves skin dry

- Viking Revolution: Smells like chemical, no lather, doesn’t clean well

Are there Horror Stories About Existing Solutions?

“First off, I have never written a review about products I have bought on amazon. I decided this
product line was so horrible that I needed to warn others to use at their own discretion. I was using
some girly products before this and decided to get some face products for men. It ended up real
bad. My skin has been blotchy, red, and for the first time in 4 years I have been having problems
with acne. With all the other products I have used I have never had this problem.”

“Do not buy this. This will leave irritating beads that do not dissolve in your beard. Eyebrows
and even your eyes that you will keep finding throughout the day. It’s highly irritating and
should have never been designed this way”

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Does the Market Believe Existing Solution Works?

“Really loving this product so far. My skin is quite sensitive to the various chemical agents that
are added to personal grooming products so it is a relief to find this product has not caused
any irritation or rashes whatsoever.”

“I did not know whether I needed this beard wash, but after the first use, I sincerely believe
that it will be a staple in my morning routine. It cleanses my beard, yet is delicate enough to
maintain the softness. For example, I tried using my regular hair shampoo to wash my beard,
and it dried it out and felt coarse and wiry. After using this beard wash my beard felt soft and
full, and I love that we now can eliminate scent confusion.”

“I’ve had a beard for 18 months and bought cheap stuff from my local grocery store that left
my beard dried out which I thought was normal. After some research and after trying
Beardbrand, I will never go back to anything else. My beard feels soft and clean, but not dried
out. The Temple Smoke scent is subtle and intoxicating at the same time. It’s not overly
perfumed and the room you walk into isn’t going to smell you coming. It’s the perfect balance
of scent and function!”

Reference

https://www.badgerandblade.com/forum/threads/exfoliating-with-face-scrub-before-
shaving.2890/page-2

https://www.badgerandblade.com/forum/threads/lathering-with-beard-question.410976/page-2

https://www.amazon.com/Brickell-Mens-Renewing-Exfoliating-Formulated/product-
reviews/B00SXDS6JI/ref=cm_cr_arp_d_paging_btm_next_2?ie=UTF8&reviewerType=all_reviews&p
ageNumber=2

https://www.amazon.com/Microdermabrasion-Face-Scrub-Men-Exfoliating/product-
reviews/B077NXGWTT/ref=cm_cr_arp_d_paging_btm_next_2?ie=UTF8&reviewerType=all_reviews&
pageNumber=2

https://www.amazon.co.uk/Lumin-Exfoliating-Rub-Men-
Exfoliator/dp/B07XV8D2K9/ref=sr_1_13?dchild=1&keywords=charcoal+beard+scrub&qid=161358226
5&s=beauty&sr=1-13

https://www.amazon.co.uk/product-
reviews/B00SXDS6JI/ref=cm_cr_getr_d_paging_btm_next_6?ie=UTF8&filterByStar=positive&reviewe
rType=all_reviews&pageNumber=6#reviews-filter-bar

https://www.beardbrand.com/products/beard-wash

https://www.beardresource.com/best-beard-exfoliator-scrub/

https://www.amazon.co.uk/Jack-Black-Face-Energising-Scrub/product-
reviews/B000Q31SXY/ref=cm_cr_getr_d_paging_btm_next_9?ie=UTF8&reviewerType=all_reviews&
pageNumber=9

https://www.amazon.co.uk/LOreal-Expert-Hydra-Energetic-Exfoliating/product-
reviews/B07KMTY8RC/ref=cm_cr_getr_d_paging_btm_prev_10?ie=UTF8&reviewerType=all_reviews
&pageNumber=10

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