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Open Beauty Facts - Persona & Target demographics

From Open Food Facts wiki
(Redirected from OBF:Target demographics)

This page describes the key personas for Open Beauty Facts. Understanding these users helps us design an application and database that meet their specific needs.

  • Some products are targeted to men, women, or babies (or their use is not recommended for these demographics).
  • Some people have skin allergies or illnesses or conditions (psoriasis, eczema, comedogenic skin...) that make the use of

some ingredients potentially problematic, or even dangerous.

  • This project is about investigating that, and ingredients that are known to raise concerns for some populations.

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Personas by Demographic Segment

Persona: Mark (The busy and skeptical man)

File:Persona Man Default.png
Photo of Mark
Profile
  • Age: 42
  • Occupation: Consultant
  • Location: Manchester, UK
  • Tech level: Medium

Bio: Mark doesn't like spending time in the bathroom. His routine is minimal: shower gel, deodorant, shaving foam, and a moisturizer. He's recently started looking at hair loss products but is skeptical about their effectiveness. He wants products that work, without controversial ingredients, and doesn't want to pay "just for the brand."

Goals:

  • Quickly check if a product (e.g., anti-hair loss shampoo) contains "useful" ingredients or if it's just marketing.
  • Find a moisturizer or after-shave that doesn't contain alcohol or major irritants.
  • Avoid suspected endocrine disruptors he's heard about on the news.

Pain Points:

  • "Everything is marketed for women; I can't find my way around."
  • Difficulty knowing if a product is effective or if it's "greenwashing."
  • The ingredient lists (INCI) are incomprehensible.

Persona: Sophie (The "Clean Beauty" Consumer)

File:Persona Woman Default.png
Photo of Sophie
Profile
  • Age: 29
  • Occupation: Graphic Designer
  • Location: London, UK
  • Tech level: High

Bio: Sophie is very invested in "Clean Beauty." She follows several influencers and has a very complex skincare routine. She actively seeks out products that are vegan, cruelty-free, and have a "clean" composition (no silicones, no sulfates, no parabens). She uses OBF to scan systematically before buying.

Goals:

  • Instantly check for the presence of ingredients she boycotts (silicones, mineral oils, phenoxyethanol).
  • Confirm claims (e.g., "Vegan") via labels.
  • Find "clean" alternatives to popular products.
  • Contribute by adding photos and correcting ingredients for the products she buys.

Pain Points:

  • "Greenwashing": brands that seem "clean" but have a poor composition.
  • Apps that just give a score (e.g., 12/20) without explaining why an ingredient is problematic.
  • Wasting time deciphering INCI lists in the store.

Persona: Karim (The worried new parent)

File:Persona Parent Default.png
Photo of Karim
Profile
  • Age: 34
  • Occupation: Accountant
  • Location: Birmingham, UK
  • Tech level: Low

Bio: Karim and his wife just had their first child, Lina (3 months old). Lina has very sensitive skin and gets diaper rash. Karim is terrified of using a product that could harm his baby. He is looking for absolute safety in wipes, diaper creams, and washing gels.

Goals:

  • Safety first: find products with 0% controversial ingredients, allergens, or irritants.
  • Understand why a product is "good" or "bad" for an infant (e.g., presence of fragrance, harsh preservatives).
  • Quickly compare two diaper creams at the pharmacy.

Pain Points:

  • The marketing jargon "hypoallergenic" or "pediatrically tested" which seems to guarantee nothing.
  • The fear of making a mistake and causing a skin reaction in his baby.
  • Not understanding which ingredients are specifically dangerous for infants (compared to adults).

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Personas by Medical or Skin Condition

Persona: Leo (The Allergic)

File:Persona Allergy Default.png
Photo of Leo
Profile
  • Age: 22
  • Occupation: Student
  • Location: Bristol, UK
  • Tech level: High

Bio: Leo has multiple allergies. He is particularly reactive to tree nuts (sweet almond oil, shea butter) and certain preservatives (e.g., Methylisothiazolinone). A mistake can cause a severe reaction (hives, swelling). He must check the composition of EVERYTHING that touches his skin, including hand soap at restaurants or friends' houses.

Goals:

  • Have a reliable and instant way to check if a product contains his specific allergens (e.g., "Does it contain Prunus Amygdalus Dulcis Oil?").
  • To be able to set up his allergy profile in the app to get an immediate red alert.
  • Find products guaranteed to be free of the allergens he is sensitive to.

Pain Points:

  • The vital danger.
  • The scientific (INCI) names of allergens (e.g., shea butter is Butyrospermum Parkii Butter). It's impossible to memorize.
  • Brands that change their formulations without notice.

Persona: Julian (The Psoriasis Patient)

File:Persona Psoriasis Default.png
Photo of Julian
Profile
  • Age: 38
  • Occupation: Maintenance Technician
  • Location: Glasgow, UK
  • Tech level: Medium

Bio: Julian has been suffering from psoriasis on his scalp and elbows for several years. He follows a treatment prescribed by his dermatologist (medicated creams and shampoos). He must be very careful with "classic" cosmetic products (shower gel, regular shampoo) because many ingredients (sulfates, alcohol, perfumes) can trigger flare-ups or irritate his already sensitive skin.

Goals:

  • Find products "compatible" with his condition that will not worsen his psoriasis.
  • Identify ingredients known to be irritating (e.g., Sodium Laureth Sulfate, Alcohol denat.).
  • Look for products containing soothing ingredients (e.g., Urea, Oat).
  • Verify that a "gentle" product truly is gentle.

Pain Points:

  • Products "for sensitive skin" that still cause itching.
  • Standard "anti-dandruff" shampoos that are far too harsh for his scalp.
  • The lack of clear information on product compatibility with psoriasis.

Persona: Manon (Acne-prone and Comedogenic Skin)

File:Persona Acne Default.png
Photo of Manon
Profile
  • Age: 19
  • Occupation: Student
  • Location: Leeds, UK
  • Tech level: Very High

Bio: Manon has oily, acne-prone skin. Her main concern is avoiding "comedogenic" ingredients that clog pores and cause blemishes (microcysts, blackheads). She spends a lot of time on social media looking for information on "comedogenic ingredient lists."

Goals:

  • Scan a product (makeup, sunscreen, moisturizer) to see if it contains ingredients known to be comedogenic (e.g., Coconut Oil, certain silicones, fatty acid esters).
  • Get an indication of the "comedogenic potential" of a product.
  • Find reliable "non-comedogenic" products.

Pain Points:

  • The "non-comedogenic" claim on a product is not regulated and often false.
  • A product works well for a week, then causes a breakout.
  • The comedogenic ingredient lists all contradict each other on the Internet.