Audience Target Strategy: Kitsch

When developing an audience target strategy, I chose to analyze and use the brand Kitsch. Kitsch is a female-founded and owned hair and body care brand. Kitsch is sold both in stores and has a strong online presence through apps like TikTok. If I were developing a strategy to target a specific audience, I would first look at the brand's products, as that would give me more insight into how to reach the people who will understand and value the brand and what it sells. 

Kitsch sells a range of haircare, body care, and beauty tools. It was built out of the owners’ and founders' need for elevated, sustainable beauty products. I would first focus on the demographics of our ad target audience, which is primarily women on the platform. Kitsch emphasizes the relevance of being female-owned and founded on its website and social media posts. So ideally, the gender and age would be women from 18 to 65. I would also set the reach of these ads to worldwide, as the brand emphasizes its products' sustainability features to help create a healthy Earth and minimize beauty product waste through products like shampoo bars and solid face washes. 

Then, further breaking down the ideal demographic, I would target those women who have an interest in beauty products and tools and have frequent interactions with beauty brands and beauty advertisements. When developing the target audience, we can also include those who follow many beauty influencers and have made past purchases on beauty brand sites, who may be our competitors through social media ads. I would target those who have the room in their budget to purchase beauty products outside of the typical drugstore range, as I wouldn't classify Kitsch as luxury, but it also sits outside the drugstore range 

For the lookalike audience, I would recommend narrowing in on women ages 18-40 who prioritize self-care and sustainable products, as well as following the beauty industry trend of purchasing clean beauty products, which Kitsch offers. I would also recommend narrowing our target audience to the women who prioritize using aesthetically pleasing beauty products. Kitsch offers a range of products that are both functional and look luxe and high-quality at a middle-of-the-pack price point.

For these two target audiences, I believe Kitsch could see a return on its investment in social media advertisements not only in conversions but also in finding customers who align with the brand's values and mission through its products.