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 develop and properly target a specific audience, I would first look at the products sold by the brand, as that will give more insight into how to properly target 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 owner’s and founders’ need for elevated, sustainable beauty products. I would first focus on the demographics of our target audience for ads, which is mainly women on the platform. Kitsch makes a point to emphasize the relevance of being female-owned and founded through their site and social media posts. So ideally, the gender and age would be women from 18 to 65. I would also set the range of reach of these ads to worldwide, as the brand emphasizes their products’ sustainability features for the benefits of creating a healthy earth and minimizing 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 utilize those who are following a large number of 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 the women from the ages of 18-40 who prirotize self care and using sustainable products, as well as following the trend in the beauty industry of prioritizing purchasing clean beauty products, which Kitsch does offer through their products. 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 for a middle-of-the-pack price point.

Through these two target audiences, I believe Kitsch could see a return on their investments in social media advertisements through not only conversions but also finding customers that align with the brand’s value and mission through its products.