5. Demographical Data
Critical Demographics of the Ideal Avatar: Demographic data includes various population statistics like age, gender, income, education, job, marital status, and household size. In Powder Brows and Microblading, some artists' perceptions may be skewed based on their client experiences. Closer examination reveals that most clients are women, with these services almost exclusively sought by females. The clients' age provides more diversity.
Misconceptions About Age
Artists working primarily with younger clients might believe specific procedures are more suited to this demographic and vice versa. However, data from artists worldwide confirms that semi-permanent brow procedures are suitable for a wide age range, from teenagers to the elderly.
Skin thickness, dermatological conditions, pigmentation, and overall health and hormonal balance are more critical than age. While some link these factors to age, no universal correlation justifies such claims. Hence, statements like "microblading is only for women below age X" typically indicate bias, lack of knowledge, or experience.
Gender Distribution and "Purple Cows"
Our 2022 study, involving over 3100 customers from 142 artists in 17 countries, revealed surprising gender statistics: only 1.32% of clients were male.
Social media might suggest a higher proportion of male clients due to artists' tendency to post their male clients' photos more frequently. These "Purple Cows," as termed by marketing expert Seth Godin, stand out, leading to a distorted perception of artists specializing in male brow services. However, this does not signify a large untapped male market, as men generally show less interest in maintaining their brows, with some exceptions like Cristiano Ronaldo.
"The Golden Group" Dominates
Analysis of client ages for Powder Brows and Microblading services shows a consistent pattern: women aged 25-34 make up 49.1% of clientele. This age group is the most significant segment, though variations exist across countries.
This indicates that nearly half of all clients fall within this age range. If your clientele significantly deviates from this norm, you might miss opportunities within this primary demographic.
An Interesting Observation - Younger Fans
There's a discrepancy between the social media following and the paying clientele of many artists. While a significant portion of social media followers are 18-24, this group's financial contribution to services is lower. Yet, engaging this demographic is crucial, as it represents future clientele.
The Stable Segment with Purchasing Power
The 35-44 age group also plays a significant role, comprising 24.29% of customers. However, artists, especially those under 35, often have fewer followers from this demographic, suggesting potential untapped opportunities.
A minor segment of clients falls within the 13-17 age range, with the remainder being older individuals and a small percentage of men.
In summary, the client demographics for these services are primarily women aged 25-34, followed by those in the 35-44 age bracket, with around 12% aged 18-24, and about 10% aged 45-64. You may overlook potential market segments if your client base significantly differs from these averages.
A Young Artists' Bias: A Self-Fulfilling Prophecy v Considering the potential bias among younger artists towards older clients is essential. This unfounded belief can exclude them from a valuable client segment. Addressing this misconception can open new opportunities in the industry.
