Main demographics of the ideal avatar Demographic data consists of various statistical characteristics of a population, such as age, gender, income, education, occupation, marital status, and family size. In brow artistry, including Powder Brows and Microblading, several artists have made some conclusions that may appear distorted. This is based on their individual experiences with existing clients. Upon examining this more closely, we find that most clients are women. Practically all clients are women when it comes to these particular services. The age of the customers, however, offers a more interesting perspective.
False Assumptions Regarding Age
Artists who have often worked with younger clients tend to associate certain procedures as being "meant," "possible," or "better suited" for that age group. The opposite belief holds if their clients have generally been older. However, based on data gathered from artists across different countries, we can confidently affirm that semi-permanent brow procedures, such as microblading, hairstrokes, and powder brows, can be performed successfully on women of various ages, ranging from teenagers to the elderly.
Among all factors to consider, the thickness of the skin, potential dermatological issues, skin pigmentation, and the overall physical condition and hormonal balance of the person are far more significant than age itself. Though some may attempt to draw definitive causalities between these factors and age, no universal correlation supports such statements. Therefore, comments like "microblading can only be done to women below the age of X" often reveal bias, incompetence, or a lack of experience on the part of the person making the statement.
Gender Split and the "Purple Cows"
Our study from 2022, which involved over 3100 customers of 142 artists from 17 countries, offers deep insights into the demographics of this substantial number of clients. Regarding gender, the statistics were somewhat surprising: only 1.32% of all clients of Powder Brows and Microblading artists were male.
A glance at the social media feeds of these artists might paint a different picture, suggesting a higher proportion of male clients. This discrepancy can be attributed to the tendency of artists to upload photos of male clients more frequently. These clients are called "Purple Cows," a term coined by marketing specialist Seth Godin. When a powder brows artist performs a procedure on a male client, she is likelier to share that photo on her social media platform than photos of female clients.
These images of male clients tend to stand out, much like "Purple Cows," leading to a skewed perception, such as remembering specific artists for having performed brows on men. However, this does not imply a significant, untapped male market segment. The reality is that men generally tend to be less concerned about their brow appearance and less inclined to maintain them meticulously, unlike some celebrities like Cristiano Ronaldo.
"The Golden Group" Dominates
In examining client ages for Powder Brows and Microblading services, we discovered a remarkably consistent pattern across various geographical regions and countries. The dominant demographic is women between 25-34, constituting 49.1% of the total clientele. This age group, especially the older segment, consistently represents most customers. However, some variation is noted among artists in different countries.
This information suggests that nearly half of all clients for these services are in this age range. If your client base significantly deviates from this norm, leaning towards much older or younger groups, it could indicate unexplored opportunities within this primary demographic segment. Tapping into this “Golden Group’"might open up new avenues for business growth and client acquisition.
An Interesting Twist - Younger Fans
A notable discrepancy exists between the customer base and social media following of many Powder Brows and Microblading artists. Many artists have observed a substantial social media following among 18-24-year-olds, with percentages varying between 20-23% across different countries. In contrast, the actual paying clients from this demographic average at only 11.34%. This indicates that younger individuals show a heightened interest in brow aesthetics, but their financial investment in these services is comparatively lower. Nevertheless, experienced artists recognize the importance of engaging this demographic, as it represents a future customer base. Each year, a segment of this group transitions into the more financially stable 25-34 age range.
The Stable Segment with Good Purchasing Power
The 35-44 age group also plays a significant role, accounting for 24.29% of paying customers on average. Interestingly, for many artists, particularly those under 35, their social media followers from this demographic are substantially fewer. This gap suggests potential untapped opportunities within this age group. If less than one in four of your clients are from this segment, it might not be a case of their disinterest but rather a need for more targeted communication.
A small fraction of clientele, about 1.34%, falls within the 13-17 age group, according to reports from artists. The rest of the client base primarily comprises individuals aged 45-64 and a minority of men and older women.
In summary, the client demographics for Powder Brows and Microblading services are predominantly distributed as follows: approximately 50% of clients are women aged 25-34, about a quarter are in the 35-44 age bracket, around 12% fall within the 18-24 age group, and roughly 10% are aged 45-64. The remaining clients are younger women and men. You might overlook potential market segments if your client base differs significantly from these averages.
A Bias of Young Artists: A Self-Fulfilling Prophecy
An essential aspect to consider when creating customer personas is the potential bias among younger artists (aged 25-34). Many believe that older clients prefer artists closer to their age. This assumption, however, is often unfounded and can lead to a self-fulfilling prophecy, a concept well-known in social psychology. By presuming that older clients might have trust issues or a preference for older artists, younger artists may inadvertently exclude themselves from a valuable client segment. In reality, there is typically no strong bias against younger artists. Recognizing and addressing this misconception can open up new opportunities for many artists in the industry.
