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S6 E6: The Little Makeup Brand Who Could: How Jones Road Conquered DTC

Limited Supply

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Consumer Target and Market Positioning Insights

The shift in consumer target from younger millennials to a more mature audience, particularly women over 50, has been a surprising yet successful revelation for the brand. The company has identified a niche in the beauty market where older consumers are not well catered to and have disposable income, leading to a strategic focus on pro-aging products. Despite efforts to target a younger audience, the majority of the marketing spend and attention naturally gravitates towards the older demographic, indicating a strong consumer preference. This shift has influenced the company's marketing strategy and product positioning, aligning with the preferences and concerns of the older audience.

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