Customer Journey

Overall, Karamel Glow's digital marketing funnel focuses on building awareness and interest in their brand, converting potential customers into paying customers and promoting customer loyalty through reviews and recommendations.

1. Awareness: Potential customers become aware of Karamel Glow through social media, referral programs, or word of mouth.
2. Interest: Potential customers visit the Karamel Glow website and are interested in the brand and its products.
3. Consideration: Potential customers are retargeted with Instagram ads and/or email campaigns that provide more information about Karamel Glow's services and products. They may also sign up for the Karamel Glow newsletters or follow them on social media.
4. Conversion: Potential customers book a service and attend their skincare appointment. They may also purchase products.
5. Loyalty: After the appointment, customers are encouraged to prebook their next service leave a review or share their experience on social media. They may also become repeat customers and recommend Karamel Glow to friends and family.

Target Customer Persona 1

Maya

• Age: 30
• Gender: Female
• Occupation: Marketing Manager
• Location: Chicago (Wicker Park Area)
• Interests: Yoga, meditation, clean eating, medical skincare, activism, reality TV

• Personality: Warm and welcoming, values self-care and personal growth, cares about ingredients and prefers medical-grade products. Believes in the value of preventative aging rituals.
• Motivations: Looking for an esthetician who specializes in darker skin tones and embraces diversity, wants to feel comfortable and safe, and wants to be encouraged to take care of herself.
• Goals: Wants to find an esthetician who can help her achieve her skincare goals while also providing a nurturing and supportive environment
• Challenges: Has a busy schedule and finding time for self-care can be difficult, she wants to use products that are safe for her skin and the environment. Struggles to find skincare products that work well with her makeup routine.

<aside> 💡 Karamel Glow can provide Maya with a personalized skincare routine tailored to her needs and preferences. To accommodate her busy schedule, they will set up recurring appointments every 8 weeks, so she doesn't have to worry about not being able to get a weekend appointment. They can also offer a wealth of knowledge about ingredients in medical-grade skincare and recommend an at-home skincare ritual that works for her skin type. The warm and welcoming environment at Karamel Glow can help Maya feel comfortable and motivated to prioritize self-care.

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Target Customer Persona 2

Malik

• Age: 33
• Gender: Male
• Occupation: University of Chicago Professor
• Location: Chicago (Hyde Park)
• Interests: Fitness, soccer, grooming, self-improvement, music, podcasts

• Personality: Outgoing and friendly, values self-care and self-improvement, cares about grooming and personal appearance. Believes in the value of a consistent skincare routine.
• Motivations: Looking for an esthetician who specializes in black skin and can provide personalized recommendations for his dry skin. Wants to feel comfortable and confident in his appearance.
• Goals: Wants to find an esthetician who can help him achieve his skincare goals while also providing a welcoming and supportive environment. Interested in learning about a consistent skincare routine and preventing wrinkles.
• Challenges: Has a busy schedule and finding time for self-care can be challenging. Struggles with dry skin and finding the right products to use.