QUO Lipgloss

Campaign Concept / Theme: “Soft Moments, Everyday Shine”. This campaign celebrates the softness, comfort, and effortless femininity of QUO lip gloss. Each visual explores how it becomes part of everyday life, expressing different sensations through texture, color, and lifestyle.

Primary Goal: Encourage users to interact (likes, saves, and shares) through relatable and aesthetically pleasing content that connects emotionally with their daily lives.

QUO Lip Gloss Mint – Audience Persona & Media Audit

Emma Clarke

Occupation: Part-time retail associate & college student

Education: Diploma in Marketing and Communications

Income: Lower-middle income (~$22k annually)

Location: Mississauga, Ontario (urban-suburban area near Toronto)

Demographics Overview:

Emma belongs to the 18–25 female demographic that QUO Beauty primarily targets. She is in the early stage of her adult life, balancing school, part-time work, and social life. She still lives with her parents but enjoys financial independence in her daily purchases. QUO’s affordable, accessible, and aesthetically designed products align perfectly with her lifestyle and values.

Psychographics:

Emma values authenticity, comfort, and self-expression. She is drawn to minimalist aesthetics and brands that feel honest and inclusive. She prefers products that highlight her natural beauty instead of covering it up. For her, beauty routines are a form of self-care and confidence, not obligation.

She admires brands that communicate softness, transparency, and emotion through visuals. The “soft girl” aesthetic and calming tones reflect her ideal balance between creativity and calmness in a fast-paced world.

Lifestyle & Interests:

Emma starts her mornings with skincare, light makeup, and coffee runs before heading to class. She documents her daily routines through Instagram stories and enjoys watching TikTok videos for quick beauty hacks or product reviews. During weekends, she spends time with friends at cafés, browsing Shoppers Drug Mart for new beauty launches, or curating moodboards on Pinterest. She appreciates cruelty-free, Canadian-made brands that reflect ethical values and soft aesthetics.

Media Habits:

• Instagram: For beauty inspiration and to follow local influencers or micro-creators.
• TikTok: For tutorials, “GRWM” (Get Ready With Me) videos, and honest reviews.
• Pinterest: To save visual inspiration and create aesthetic collections.

She engages daily, prefers short-form video content, and trusts recommendations from real users rather than celebrity endorsements.

A soft, minimal color palette (whites, creams, blush tones).

A theme of everyday elegance and texture.

A message of self-care and simplicity reinforced through tactile imagery and calm visuals.