Sunday Morning, 10:15 AM
Coffee in hand, scrolling reels in bed... suddenly remember I have that birthday dinner at 8 pm 🥲
Okay chill, quick shower.
Go to grab my serum and—wait, where is it? Oh god, it’s finished.
No worries, I’ll run to the local store. But wait…
But here’s the thing —
Do I want to go to the crowded mall today, test a bunch of shades with that overexcited salesperson breathing down my neck?
Hmm…
What if I just order it now, maybe throw in that sunscreen everyone’s been raving about?
Cool.
Oh wait… my Nykaa cart’s still chilling with 6 items I’ve been ghosting for weeks.
And damn — totally forgot I’m out of my go-to lipstick shades too.
Okay, this is a sign.
Time to adult. Time to check out.
Added the serum. Tossed in that blush I’ve been eyeing for days.
And yep — the sunscreen. Because SPF is love, SPF is life.
Quick tap-tap. Order placed. ETA: Before 6 PM.
God bless express delivery 🙏✨
Now back to reels, with the peaceful satisfaction of someone who’ll glow by 8 PM.
Thanks, Nykaa — you just saved my face and my mood. 💖
Meet our two Champions (ICP)
Meet Priyal
25-year-old digital marketer based in Mumbai
She stays with her parents and juggles client deadlines, team meetups, and educates herself on Skincare from reels, shorts and YouTube videos. She’s the lady who does hours of research before buying even a ₹499 face-wash. It's not about money, she is just cautious about the quality of the product before spending her hard-earned money on it.
Priyal has oily, acne-prone skin and is on a mission to fade those stubborn acne marks — but without piling on layers of makeup. She prefers the “barely there” look — clear, breathable skin, mostly natural and that’s it.
Offline shopping? Meh. The sales staff pushing the wrong shade or the full coverage foundation that makes her look like she’s wearing a mask? No, thank you.
She’s loyal to her chosen few skincare products and doesn’t experiment often. But here’s the thing — she needs strong reviews and influencer content to trust a new brand.
Problem Statement: Priyal’s Dilemma
She wants to heal acne marks without a hole in the pocket, but ends up overwhelmed by skincare jargon and mismatched product promises.
Offline stores stress her out. Online, she’s cautious — will this new serum really work, or is it just another hyped bottle?
Goes offline only when there’s a new shade or product in the market, to check if it matches her skin tone and doesn’t harm her skin.]
đź’ˇ Priyal Needs:
- Acne-focused skincare with visible results
- Minimal makeup options that don’t clog pores
- Packaging that feels premium, but not overpriced
Meet Reshma
32-year-old growth marketer, living with family in Bangalore
Her skincare shelf? Organised, intentional, and loaded with sunscreens, hydrating serums, and acne-control essentials.
Between growth meetings and weekend tasks, she lives on Sunscreens and hydration-rich products to fight tanning and dullness.
She is a loyalist- but she is also experimental. She switches brands if something better comes along, especially if it comes with ingredient transparency and creator-backed reviews.
She shops mostly online, sometimes from 2-3 sites a month. Her expectations are clear:
“If I’m paying ₹1500 for a serum, I better know what’s inside it — and see results.”
She’s the one reading ingredient lists like novels and prefers branded, dermatologist-trusted products. Yet, she’s not snobbish — she’s open to indie or new-age D2C brands if they’re honest and effective.
Problem Statement: Reshma’s Struggle
With a sea of options, she often feels overwhelmed.
Too many filters, too little clarity. Sometimes, she’s frustrated when the same product works one month and underdelivers the next.
She wants fewer choices, more trust. And a brand that doesn’t force her to decode chemical names at 11 PM.
| Criteria | Priyal | Reshma |
|---|
Name | Priyal | Reshma |
Age | ~25(assumed from lifestyle context) | ~32(assumed from professional context) |
Demographics | Digital marketer, lives with family, Mumbai | Growth marketer, lives with family, Bangalore |
Need | Reduce acne marks from oily skin, match makeup to skin tone | Minimise acne, reduce dullness, stay hydrated, and protect from tanning |
Pain Point | Product shade mismatch, sales pressure offline, oily skin, Acne Marks | Too many options, choosing about a specific product(like lipstick for Mayblence ), inconsistency in brand delivery, Reduce Acne and Skin dullness |
Solution | Acne-focused skincare, minimal makeup, natural look | Hydrating, sunscreen-rich, dermatologist-trusted skincare |
Behavior | Low frequency buyer, loyal, cautious of switching, occasion-led | Med frequency, switcher (30%), influenced by reviews & creators |
Perceived Value of Brand | Premium feel, packaging, needs strong reviews & influencer validation | Branded products preferred, open to new ones with ingredient clarity |
Marketing Pitch | “Tired of trying? Real users saw visible results in 14 days.” | “Your Clear Skin needs clear Answers- 100% Ingredient Transparency always” |
Goals | Clear skin, consistent results, affordable high-quality experience | Long-term skincare with transparency and hydration-focused results |
Frequency of Use Case | 2–3 offline, 1–2 online purchases every 6 months | 1–2 purchases monthly |
Average Spend on Product | ₹1500–₹2000 per 6 months | ₹5000–₹7000 per month |
Value – Accessibility | Prefers online for price/options, but cautious with new products until backed by social proof or self tried | Open to new brands if transparency and reviews are strong. Also perceives brand value |
Value – Experience | Wants results, dislikes aggressive sales & poor packaging | Wants ingredient clarity, dislikes inconsistency and overchoice |
ICP Prioritization
[Use this framework to prioritise your ICP's]
Criteria | Adoption Rate | ​ Appetite to Pay | Frequency of Use Case ​ | ​ Distribution Potential | TAM ( users/currency) ​ |
ICP 1 - Priyal | Moderate | Moderate | Low | Moderate | 1000 user |
ICP 2 - Reshma | Moderate | High | High | High | 1 Cr users / â‚ą2,000 Cr TAM |
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From the ICP Prioritisation Framework, we can see that ICP 2- Reshma can be focused upon since the market for these users is large enough and the users have a good use case of the product! Also, the adoption rate, appetite to pay and frequency of use case are High. Now, when we dig deeper into fleshing out the strategies for acquisition, we will target them towards ICP 2 - Reshma.
