DRAFT, ALL UNCONFIRMED
Customer personas v2: five end customers (2026-11-02)
Owner: Sofia (Customer Research) · For: June via Firstmate · Rewrites personas-v1-2026-11-02.md as people, not problem statements.
Desk synthesis of existing brain files only. No new web reads, no contact, no spend, nothing posted.
Done when: June keeps, cuts or edits these, and real interviews or a survey (not funded yet) confirm or replace the inferred lines.
A. Maya, "flat by noon" (Test group A: fine hair greasy or flat)
Age
mid-20s to early 30s. [inferred/estimate]
Daily routine
She washes her hair often, maybe daily, and blow-dries. By lunch it looks flat or oily, so she reaches for dry shampoo or a ponytail. [inferred/estimate; dry shampoo as a patch: sourced: research/customer-problems-v1.md #4]
Where she shops
Ulta and Sephora for hair products, plus cheaper drugstore picks like Mielle or OGX. [sourced: research/customer-problems-v1.md #4 names Verb Ghost on Ulta, Olaplex No.7, Mielle, OGX] Amazon is not verified for her. [inferred/estimate]
What she scrolls
TikTok hair content and Reddit r/finehair. [sourced: research/customer-problems-v1.md #4 ("TikTok lies…", r/finehair)]
Core problem
Anything meant to smooth or add shine makes her fine hair greasy or limp within hours. [sourced: research/customer-problems-v1.md #4]
- "I put one pump in my hair after washing and it dried wet and greasy, so bad that I had to rewash my hair." (Verb Ghost, Ulta) [sourced: same]
Triggers
Her hair looks flat by afternoon. A hyped product lets her down: "That $40 hair oil everyone's obsessed with made my hair feel like I'd dipped it in a vat of fryer grease." [sourced: research/customer-problems-v1.md #4]
Objections
- "Oil means grease on my hair": "I really don't believe there is a lightweight oil for hair." [sourced: research/customer-problems-v1.md #4]
- She's wary of paying again after a $40 letdown. [inferred/estimate, from the quote above]
- She wants to see it on hair like hers before she believes it. [inferred/estimate]
Message that lands
"Made for fine hair that's flat by noon. Light enough that you won't have to wash it again." Show how little to use, on fine hair. No volume-growth or thickening claims. [inferred/estimate; claim limits: sourced: research/customer-problems-v1.md #4]
Why there's room
None of the 9 reference brands owns "fine hair, weightless finish" in the US. [sourced: research/competitor-benchmark-cross-brand-learnings-2026-10-30.md §1.8, Ana's judgment]
Open A. Maya on its own page · Back to top
B. Jess, "post-bleach panic" (Test group B: bleached hair feels like straw)
Age
early 20s to mid-30s. [inferred/estimate]
Daily routine
She lightened her hair recently, often over fine-to-medium hair. She heat-styles and has added a bond or moisture mask to her washes. [sourced: research/customer-problems-v1.md #1 ("recently bleached/blonded/heat-styled; often fine-to-medium")] How often she uses the mask is not known. [inferred/estimate]
Where she shops
Sephora, where she bought K18, Olaplex No.8 or Briogeo. The K18 mask is $29 on Amazon's best-seller list. [sourced: research/mask-reviews-jtbd-v1.md; research/customer-problems-v1.md #1] Salon advice is not evidenced. [inferred/estimate]
What she scrolls
Reddit r/Haircare. [sourced: research/customer-problems-v1.md #1] TikTok or Instagram hair-colour content. [inferred/estimate]
Core problem
Her hair feels dry, straw-like and fragile, and expensive masks didn't change how it feels. [sourced: research/mask-reviews-jtbd-v1.md]
- In 240 one-star Sephora reviews (80 each of K18, Olaplex No.8 and Briogeo), complaints counted: dry 103, did nothing 64, price 64, straw or brittle 58, breakage or shedding 38. These are keyword upper bounds. [sourced: research/mask-reviews-jtbd-v1.md]
- "this mask left my hair extremely dry and my hair felt like straw!!" [sourced: research/customer-problems-v1.md #1]
Triggers
The weeks after lightening, when the texture changes. [sourced: research/situation-map-v1.md S2] "I did a soft bleach on my hair and now it's gummy and fragile. I'm so scared." [sourced: research/customer-problems-v1.md #1]
Objections
- She already paid for a mask that "did nothing" (price came up 64 times). [sourced: research/mask-reviews-jtbd-v1.md]
- She's afraid of making it worse: "made my hair worse and drier (especially K18)". [sourced: research/customer-problems-v1.md #1]
- She tunes out big promises. [inferred/estimate]
Message that lands
"For lightened hair that feels like straw: softer to the touch, smoother-looking, and a routine that's simple to follow." Plain, with no miracle. Backed hooks: BM1, BM5, BM9 and headline 5. [sourced: research/mask-reviews-jtbd-v1.md] Never say repair, bond, strengthen or stops breakage. [sourced: claim rules, research/customer-problems-v1.md #1]
Test group
B. This persona has the strongest evidence of the five. [sourced: counted sample]
Open B. Jess on its own page · Back to top
C. Dana, "lotion that wears off" (Test group C: body skin still dry after lotion)
Age
late 20s to late 30s. [inferred/estimate] One source thread is from r/30PlusSkinCare. [sourced: research/customer-problems-v1.md #9] That hints at 30+, but it doesn't prove her age.
Daily routine
She puts on lotion after every shower and again later when her skin feels dry. She keeps switching lotions. [sourced: "buying a new lotion nearly every two weeks", research/customer-problems-v1.md #9] Exact timing is inferred. [inferred/estimate]
Where she shops
Drugstore or mass brands like Vaseline, Dove, cocoa butter and coconut oil. [sourced: research/customer-problems-v1.md #9 (products named)] The stores (Target, Amazon, drugstore) are not evidenced. [inferred/estimate]
What she scrolls
Reddit (r/30PlusSkinCare, r/eczema) and YouTube skincare reviews. [sourced: research/customer-problems-v1.md #9]
Core problem
Her skin feels dry or looks ashy again within hours of lotion. [sourced: research/customer-problems-v1.md #9; research/situation-map-v2.md core job "soft… non-ashy from the morning on"]
- "they only really work for like 12 hours and then the dryness just comes back" [sourced: research/customer-problems-v1.md #9]
Triggers
- The weather turns. [sourced: research/situation-map-v2.md ("especially when the weather turns")]
- She sees ashy-looking skin in daylight or in an outfit. [inferred/estimate]
Objections
- What works feels bad: "Vaseline really works the best, but it is so slimy, sticky." [sourced: research/customer-problems-v1.md #9]
- Price: "~$30… It's not worth". [sourced: same, YouTube]
- Cheap options already exist. [sourced: same, "partly served"]
Message that lands
"Still dry by lunch after lotion? A body routine that keeps skin feeling soft all day, without the sticky layer." Say nothing about eczema or skin protection. [inferred/estimate; claim limit sourced: research/customer-problems-v1.md #9]
Brand idea
A signature scent plus an unscented option, and a routine that sells a second product. [sourced: research/competitor-benchmark-cross-brand-learnings-2026-10-30.md §1-2] Whether she cares about scent is unknown. [inferred/estimate]
Open C. Dana on its own page · Back to top
D. Lauren, "not smooth after shaving" (Test group D: smooth skin after shaving)
Age
early 20s to mid-30s. [inferred/estimate]
Daily routine
She shaves or waxes her legs and bikini area, several times a week in summer. She has tried bump-specific products after shaving. [sourced: razor routine, research/situation-map-v1.md S6; Bump Patrol and Tend Skin tried, research/customer-problems-v1.md #7] How often she shaves is inferred. [inferred/estimate]
Where she shops
She bought Bump Patrol and Tend Skin. [sourced: research/customer-problems-v1.md #7] There's a thread on r/Ulta about ingrowns. [sourced: research/situation-map-v1.md S6] Ulta or Target as her stores is inferred. [inferred/estimate]
What she scrolls
Reddit (r/TwoXChromosomes, r/Ulta) and X. [sourced: research/customer-problems-v1.md #7; research/x-problem-trawl-2026-10-30.md]
Core problem
Her skin doesn't look or feel smooth in the days after shaving, and the fixes she's tried dry her out or don't work. [sourced: research/customer-problems-v1.md #7]
- "Every lotion irritate my skin after shaving… even the 'sensitive skin' ones" (X, 2026-10-07). [sourced: research/x-problem-trawl-2026-10-30.md]
Triggers
- Swimsuit season, and the days right after shaving or waxing. [sourced: research/situation-map-v1.md S6]
- She wants to be "confident enough to wear a swimsuit". [sourced: research/situation-map-v2.md]
Objections
- Alcohol-heavy products are drying and expensive: Tend Skin is "mostly just isopropyl alcohol… Very drying… kind of expensive!" [sourced: research/customer-problems-v1.md #7]
- "Sensitive" labels haven't held up for her. [sourced: research/x-problem-trawl-2026-10-30.md]
Message that lands
"For legs that never feel smooth after shaving: a shave-day routine that leaves skin feeling soft." Never use the words ingrown, irritation or red bumps. [inferred/estimate; banned words sourced: research/customer-problems-v1.md #7]
Test group
D. This persona has the weakest evidence. Organic posts are "weak… off-season" [sourced: research/x-problem-trawl-2026-10-30.md], and the Nov 21 test runs in winter. [sourced: ads/ad-test-plan-v1.9-2026-11-02.md §3]
Supply note
Only Laonhase was found covering a shave format at small minimum order. [sourced: product/korean-odm-scan-v1-2026-11-02.md §5]
Open D. Lauren on its own page · Back to top
E. Priya, "everything stings" (Test group E: face moisturizer that doesn't sting)
Age
mid-20s to late 30s. [inferred/estimate] Source threads include r/30PlusSkinCare and r/SkincareAddiction. [sourced: research/facial-skincare-listening-v1.md] That doesn't prove her age.
Daily routine
She uses a multi-step routine with actives (retinoid, azelaic acid) and is now cutting back because her skin stings. [sourced: "after using tazarotene and azelaic acid. Everything I put on my skin burn", research/facial-skincare-listening-v1.md #4] The exact steps are inferred. [inferred/estimate]
Where she shops
- Sephora and Target for K-beauty, such as Dr. Jart+ Ceramidin and Round Lab. [sourced: research/kbeauty-reviews-v1.md review sources]
- Cheap fixes: Vaseline, Illiyoon, Etude SoonJung. [sourced: research/facial-skincare-listening-v1.md #4]
- K-beauty sells first on Amazon and TikTok Shop, then Ulta and Target. [sourced: research/kbeauty-brand-profiles-v1-2026-11-01.md takeaway 3, Ana]
What she scrolls
Reddit (r/SkincareAddiction, r/SkinbarrierLovers, r/AsianBeauty). [sourced: research/facial-skincare-listening-v1.md] TikTok skincare. [inferred/estimate, from the K-beauty channel pattern]
Core problem
Moisturizers burn or sting, including ones sold as gentle or for barrier skin. [sourced: research/facial-skincare-listening-v1.md #4; research/kbeauty-reviews-v1.md]
- Irritation or burning appeared in all 11 K-beauty products with review text, and was the top complaint theme in 7 (Sephora and Target samples, seen 2026-11-01). [sourced: research/kbeauty-reviews-v1.md]
- Ceramidin: irritation came up in 31 of 60 sampled 1-2★ reviews. "Whyyyyyy put citrus oils/bergamot in a barrier cream". [sourced: same]
- "Damn near everything but Vaseline burns!" [sourced: research/facial-skincare-listening-v1.md #4]
Triggers
- Her skin reacts after using actives. [sourced: research/facial-skincare-listening-v1.md #4]
- A favourite product is reformulated: Ceramidin 27 of 60 and Birch Juice 27 of 43 in the review samples. [sourced: research/kbeauty-reviews-v1.md]
Objections
- "Gentle" labels have burned her before. [sourced: research/kbeauty-reviews-v1.md]
- She worries about fragrance, essential oils and alcohol. [sourced: same (citrus oils, alcohol denat in Zero Pore Pad)]
- She distrusts formula changes. [sourced: same]
- Cheap fixes already work for some people. [sourced: research/facial-skincare-listening-v1.md #4]
Message that lands
"A face moisturizer for skin that stings at everything. No added fragrance, no essential oils, a short ingredient list, and we'll tell you before we ever change it." Use only "comfortable-feeling" or "soothing". No barrier-repair, acne or SPF claims. [inferred/estimate; trust angle sourced: research/facial-skincare-listening-v1.md #5, research/kbeauty-reviews-v1.md gaps 1-2]
Open E. Priya on its own page · Back to top
How to read this
- Each line is tagged [sourced: file] or [inferred/estimate]. All files are in /workspace/brain.
- Age, daily routine and channels are mostly inferred. No source verifies a poster's age, gender or country. "US women 22-38" is an UNCONFIRMED working assumption (research/customer-problems-v1.md §1). The age ranges below are my guesses inside that frame, not data.
- Names are labels for composites, not real people. No stats are invented; every count comes from a cited file.
- "The brand" means the brand; no name is chosen. Messages make only feel or look claims, describe the situation rather than the viewer's body (ads/ad-test-plan-v1.9-2026-11-02.md §1), and all need Helena's clearance.
[sourced: file] [inferred/estimate]
Missing or weak evidence
- Age, gender and US location are unverified for every persona. All five age ranges are guesses, and "US women 22-38" is still untested.
- Daily routines are mostly inferred. Sources show fragments (dry shampoo, new lotion every two weeks, actives before stinging), not full days.
- Channels are inferred from where quotes came from, not from shopping or viewing data. TikTok and Instagram evidence is captions only. [sourced: research/situation-map-v2.md limits]
- C (body) and D (shave) have no counted review sample. D is thin and off-season, and Amazon and Ulta review pulls failed or weren't run.
- A (fine hair) rests on Ulta 1★ pages plus Reddit, not a full coded count.
- No interviews or survey yet. Respondent or Prolific funding is still waiting on June.
- Reese's ODM market context file (research/korean-odm-market-context-v1-2026-11-02.md) is not in brain. Only Terrence's summary in product/korean-odm-scan-v1-2026-11-02.md was used.
- The K-beauty review numbers aren't logged in research-db yet (research/kbeauty-reviews-v1-researchdb-pending.json).
Sources (all in /workspace/brain)
research/personas-v1-2026-11-02.mdresearch/customer-problems-v1.mdresearch/mask-reviews-jtbd-v1.mdresearch/persona-cell-b-bleached-v1.mdresearch/facial-skincare-listening-v1.mdresearch/kbeauty-reviews-v1.mdresearch/kbeauty-brand-profiles-v1-2026-11-01.mdresearch/competitor-benchmark-cross-brand-learnings-2026-10-30.mdresearch/situation-map-v1.mdresearch/situation-map-v2.mdresearch/x-problem-trawl-2026-10-30.mdproduct/korean-odm-scan-v1-2026-11-02.mdads/ad-test-plan-v1.9-2026-11-02.md