CLIO predominantly appeals to millennials and Generation Z consumers for whom makeup is not only part of their beautification but a form of self-expression and an art in itself. Demographic Profile: Age: 18-35 years Gender: Primarily female, but increasingly appealing to males and non-binary individuals who express themselves through makeup. Income Level: Middle to upper-middle class, able to invest in high-quality cosmetics.
Geographies: Urban consumers in general, but especially from Asia, North America, and Europe, set the pace in K-beauty trends.
Psychographic Profile:
Beauty Enthusiasts & Trendsetters: Those customers who are really interested in following the beauty trends, following social network influencers, and trying on bold makeup.
Self-Expressive & Confident: Those consumers who use their makeup as a means of creativity, individuality, and power.
Social Media Savvy: Digital-first consumers of beauty who learn about brands on Instagram, TikTok, and YouTube-and believe the influencers.
Performance-Oriented: Users of makeup that is long-wearing and high-pigment, professional-quality.
How CLIO Fulfills Unmet Consumer Needs
While many K-beauty brands are focused on natural, dewy looks, CLIO fills a hole in the market by selling to those consumers who would like bold, intense makeup and will not compromise on quality. It offers:
1. High-impact pigment for long wear is unlike most Korean cosmetics, which are often light and sheer. Perfect for all-day makeup.
2. Diverse & Inclusive Beauty: The self-expression beyond a conventional standard of beauty appeals to more customers.
3. Modern & High Fashion Aesthetic: The repositioning of CLiO as runway-influenced rather than cute and soft appeals to those customers desiring an international cutting-edge look.