Audience Persona: Ulta Beauty

Persona #1 Michael Guerrero

 Michael 1 Guerrero, 24, from Los Angeles
 Bachelor’s Degree in Journalism from Syracuse University 
 In a relationship, no children, one dog
 Lives in an apartment with his boyfriend 
 Works as a journalist from ABC7

Section 1: Demographics
 Age: 24 2
 Gender: Male
 Salary/household income: $50,904 5
 Location: Los Angeles 3
 Political ideology: Very Active, registered democrat 6
 Education: Graduated with a bachelor’s degree in Journalism 4
 Family: His boyfriend, Carl and dog, Jameson

Section 2: Identifiers
 Interests: Enjoys doing makeup, watching makeup tutorials, going on hikes, singing at
karaoke clubs
 Issues/causes: Democratic, volunteers at a nursing home
 Goals: To be promoted in 3 years, to become a makeup artist, to have a child by the time
he is 30
 Challenges: Fitting in with his coworkers, his boyfriend travels constantly for his job
 Roadblocks: Being fully accepted by his parents 7, time management, loneliness 

Section 3: Media/Distribution
 How can we reach them? Social Media, email, tv advertisements
 What kind of social media do they use? Twitter, Instagram, Facebook, Youtube
 Do they have a smartphone? Yes
 What apps do they have? Social media, Pinterest, Smartnews, Cloakroom 8
 Traditional Platforms:
o Daily Press: New York Times
o TV Station: MSNBC
 What words, phrases resonate with this audience? Makeup, fashion, equality, social
justice
 What kinds of images resonate? Attractive young male, physically fit
 Would they click on a video? Yes
 Influencers:
o Waleed Shahid 9
o MakeupbyMario
 Where do they currently shop/go to the most?
o H&M
o Urban Outfitters
o Stuzo Clothing 10
Part 2: Audience Persona Analysis
 
Michael Guerrero is a 24-year-old from Los Angeles. He has a bachelor’s degree in
journalism from Syracuse University. He works as a journalist for ABC 7 news channel.
Michael’s annual income is $50,904 from his job, and politically leans left. Michael has
an iPhone, and constantly uses his social media apps along with Pinterest, Smartnews and
Cloakroom. Michael is also active on social media, including Twitter, Instagram,
Facebook and YouTube. His favorite influencers are Waleed Shahid and
MakeupbyMario. He also sees various advertisements on tv. Michael enjoys shopping at
H&M, Urban Outfitters and Stuzo clothing because it is a brand that is inclusive to all
types of people. Michael was talking to his friends about wanting to shop at a beauty
store that has drugstore and high-end makeup brands. His friends told him about Ulta
Beauty and he fell in love with the store once he walked in for the first time. He also fell
in love with the fact that many products that MakeupbyMario uses are sold at that store.

Sources

1. https://www.babycenter.com/baby-names/most-popular/top-baby-names-1998

2. https://www.statista.com/statistics/741394/ulta-consumers-by-age-us/

3. https://www.scrapehero.com/location-reports/Ulta%20Beauty-USA/

4. https://www.bestcolleges.com/blog/most-popular-college-majors/

5. https://www.indeed.com/career/journalist/salaries/CA

6. https://www.pewresearch.org/social-trends/2013/06/13/chapter-7-partisanship-policy-
views-values/

7. https://www.learningforjustice.org/professional-development/common-roadblocks

8. https://www.milwaukeedems.org/political_apps_for_iphone_or_android

9. https://www.usnews.com/news/the-report/slideshows/cardi-b-rachel-maddow-among-the-
biggest-influencers-in-the-2020-democratic-presidential-primary?slide=4

10. https://www.purewow.com/fashion/queer-owned-fashion-brands