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					category_name   name




Scent           Amount of Scent: Heavy




Scent           Amount of Scent: None/Natural
Scent   Role of Scent: Lasting




Scent   Role of Scent: Indulgent




Scent   Role of Scent: Memorable
Scent   Role of Scent: Clean
Role Model   Role Model: Celebrity/Pop Culture




Role Model   Role Model: Peers
Role Model   Role Model: Family
Outcome Expectations   Outcome Expectations: High
Outcome Expectations   Outcome Expectations: Basic




Value                  Value: Budget Driven
Value   Value: Will Pay For Performance: Afraid to Fail
Value   Value: Will Pay For Performance: Best Possible Outcome
Value   Value: Will Pay For Performance: Little Luxuries
Marketing Perception   Marketing Perception: Looks For It
Marketing Perception   Marketing Perception: Doesn’t Buy It
I Am The Expert   Informed and Capable Consumer
I Am The Expert   I Am The Magic Ingredient
I Am The Expert   I am the Family expert
I Am The Expert      Personal Perfectionist




Demanding Consumer   Demanding Consumer:Wants it All
Demanding Consumer   Demanding Consumer: Authentic Ingredients




Family Role          Family Comes First
Family Role   Family is a Reflection of Me
Family Role   Building Meaningful Relationships
Family Role   I’m In Charge of the Family
Process Behaviors   Level of Involvement: Highly Engaged
Process Behaviors   Level of Involvement: Disengaged
Process Motivations   Task Management:Keep it Simple
Process Motivations   Task Management: Self-Defeating Lists




Process Motivations   State of Being: Finding Balance
Process Motivations   State of Being: Overwhelmed
Process Motivations   Appearance: Casual
Process Motivations   Appearance: Polished
Process Motivations   Appearance: Outward Projection of Success




Process Motivations   Internal Rewards
Process Motivations   Sentiment/Memories
Process Motivations   Sensorial Emotional Transformation
Process Motivations   Create the Perfect Environment




Product Variety       Product Variety
Future Focused   Future Focused
I Am Important Too             I Am Important Too




Decisions Based on Tradition   Decisions Based on Tradition
Tech Competent   Tech Competent
Self-Conscious About Income   Self-Conscious About Income




Health Conscious              Health Conscious: Protection Is Primary
Health Conscious   Health Conscious: Natural Is Nurturing




Health Conscious   Health Conscious: Healthy Lifestyle
Passing On My Values   Passing On My Values
Seeking a Positive Impact   Seeking a Positive Impact
description                        characteristic_id       segment_id
Heavy scent can be achieved in
many ways and is desired for
many reasons. Some consumers
consider heavy scent a
fundamental aspect of high
quality laundry results while
others consider heavy scent an
added value.




                                                       1            9




                                                       1            5


                                                       1            6
Naturally derived and natural
smelling scent is a trigger for
consumers who are skeptical of
aggressive chemicals or
otherwise desire light scent, or
no scent at all.




                                                       3           15




                                                       3            7
                                                       3            8
Lasting scent is a very common
expectation among scent
sensitive segments. Few
consumers desire “short” lasting
scent, but some segments
specifically value scent that lasts
throughout the day and beyond.




                                      4    6




                                      4    5
For some consumers scent an
indulgence. These consumers
tend to have high expectations
and demand that scent be
luxurious and sophisticated.




                                      5   10




                                      5   12
The connection between scent
and memories is strong. Some
consumers specifically use scent
to reinforce and trigger positive
memory connections.
                                 6    6




                                 6    5
For some consumers scent is a
cleanliness cue. They don’t
necessarily think of scent in
terms of amount or category of
fragrance; for them scent
connotes a job well done.




                                 7   12




                                 7    1
Consumers look to Role Models
for behavioral cues. Many
consumers are heavily influenced
by celebrities and pop culture
icons. Examples of Pop Culture
icons include actors, musicians,
politicians and TV personalities.




                                    8   12




                                    8    9




                                    8    2
Consumers look to Role Models
for behavioral cues. Some
segments are influenced by
people in their day-to-day lives
whom they trust. Examples of
peers include friends, neighbors
and work-mates.
                                    9    1




                                    9   10
Consumers look to Role Models
for behavioral cues. Family
members including mothers,
aunts, sisters and daughters are
typical familial role models.




                                   10    6




                                   10    2




                                   10    8
Some segments demand very
high laundry outcomes; these
consumers expect their chosen
laundry products to help them
achieve their goals. These
consumers demand consistently
impeccable performance, and
are intolerant of failure.




                                11    1




                                11   12




                                11   10




                                11    5
Many consumers express basic
expectations for their laundry.
Although “bad” laundry results
are never desirable, “good
enough” is good enough for
some.




                                      12    4




                                      12   11




                                      12    8

Many consumers make purchase
decisions based primarily on
their budget. They hope to
achieve the best possible results
given their individual constraints,
but these people either cannot
exceed, or choose not to exceed
their pre-defined laundry budget.
13   4




13   9




13   3
There is a contingent of
consumers for whom the
implications of failure are
unacceptable. For some, the
results of failure might be
damaged garments, for others
there may be serious medical
repercussions. On both ends of
this spectrum, these consumers
believe it is better to pay more
for the right product than deal
with the results of failure.




                                   14   12




                                   14   15




                                   14    7




                                   14    4
                                    14    8
Some consumers are willing to
pay more to achieve optimal
laundry results. For some, the
cost of laundry products is a
negligible, for others, ideal
results are worth the price. In
either case, these consumers will
pay for the products they believe
will work the best.




                                    15    2




                                    15   15
                                      15   7
For some consumers
“performance” translates to
personal luxuries or little treats.
They believe that personal perks,
that might include scent and feel
benefits, justifies the price. They
are willing to pay a premium if
they feel they the personal perks
justify the cost.




                                      16   1




                                      16   5
16   10




16    5




16    6




16   11




16    2
                                    16   10




                                    16    9




                                    16    9




                                    16    6
Some Consumers are not only
receptive to marketing influence,
they actively seek out marketing
messages. For these consumers
RTBs and marketing
communication help them
determine what choices are right
for their needs.
                                   17   15




                                   17    7




                                   17    2

Many consumers are inherently
skeptical of marketing messaging
and brand-based
communication. For these
consumers, brands and
companies are not to be trusted;
they believe that product claims
are at best over-stated, and
often completely untrue.




                                   18    1




                                   18    4
                                   18   15




                                   18    7




                                   18    8
Some consumers have a high
level of ability and knowledge
regarding laundry products and
processes. These consumers
consider themselves experts and
take great pride in the time and
energy spent developing their
knowledge and abilities.




                                   19   15




                                   19    7
                                      19   1




                                      19   6

There are some consumers the
feel very firmly that it is their
effort, not the technology in
their laundry products that
delivers high-level laundry
outcomes. These consumers
consider themselves experts in
laundry process and they believe
that with time and attention they
can deliver high-level results with
any laundry product.
                                   20   4




                                   20   8

There are some consumers may
not identify as experts in terms
of product knowledge and
laundry process, but do consider
themselves the “expert” when it
comes to their family. They
believe that they know what
their families’ want and need;
only she can determine what is
right for them.




                                   21   5
A small group of consumers
consider themselves
“perfectionists”. They are highly
self-critical, and have equally
high expectations for the tools
and products they use to deliver
“perfect” results.




                                     22   12




                                     22    1

Some consumers hold their
laundry products to an
exceedingly high level of
expectation. Although some
consumers specifically articulate
the areas they expect a product
to excel, some simply want it all.
23   15




23    7




23    1




23   12




23    5
Some consumers hold their
laundry products to an
exceedingly high level of
expectation. Some of these
consumers specifically look for
authentic ingredients




                                      23   15




                                      23    7
It is important to understand the
role that consumers play in their
family units, and the role that
their families play in their lives.
For some, family comes first.
Most consumers prioritize their
families, but for these consumers
nothing is more important than
their families’ happiness and
success. It is common for these
consumers to prioritize the
family’s interests above their
own.
                                      24    1




                                      24    5
It is important to understand the
role that consumers play in their
family units, and the role that
their families play in their lives.
For some, the family’s
accomplishments, behaviors and
appearance are a reflection of
her. She seeks to manage the
way her family appears to the
outside world, laundry care and
garment quality is one way to
control that image.




                                      25   12




                                      25    3
                                      25   10
It is important to understand the
role that consumers play in their
family units, and the role that
their families play in their lives.
For some, developing meaningful
relationships among family and
friends is their primary
motivation. Developing
emotional connections and
reinforcing shared values are
ways for her to strengthen
relationships among family
members.




                                      26    4




                                      26   15
                                      26    7
It is important to understand the
role that consumers play in their
family units, and the role that
their families play in their lives.
For many consumers their role as
the family leader is their defining
characteristic.




                                      27   10




                                      27    2




                                      27   12




                                      27    4
                                    27    8
The degree to which a consumer
is engaged in the laundry process
can be a driving attribute. Some
consumers are particularly
engaged in the overall laundry
process. These consumers are
typically interested in both the
process itself and the products
involved.




                                    28    1




                                    28   10




                                    28   12
                                    28    5
The degree to which a consumer
is engaged in the laundry process
can be a driving attribute. Some
consumers are largely
disengaged. Although these
consumers have a quality
threshold for their laundry
outcome, they typically do not
derive personal fulfillment from
the process or the results.




                                    29   11




                                    29    3




                                    29    9
                                      29   2




                                      29   8
Laundry is one chore among
many on the consumer’s “to-do”
list; understanding how she
manages and prioritizes her list is
important. For some consumers
maintaining a sense of harmony
between her family and
household work is of primary
importance. She knows that
chores can take over family time,
so she works to keep all of her
commitments in balanced.




                                      30   4




                                      30   8
Laundry is one chore among
many on the consumer’s “to-do”
list; understanding how she
manages prioritizes her list is
important. For a small group of
consumers, the list itself is her
focus. She is driven by tasks so
when the list is finished she will
add more to her plate.




                                     31    3

For some consumers personal
responsibilities and her
emotional state are connected.
She knows that if she doesn’t
actively maintain harmony things
can easily spiral out of control.
Although she isn’t always
balanced, she is consciously
working towards a peaceful state.




                                     32   10




                                     32   15
                                    32    7




                                    32   11




                                    32    8

Feeling overwhelmed is a
common state of being. For
some, personal expectations lead
to stress; for others. simply
achieving adequate results seems
more difficult for her than for
others. Ultimately these
consumers feel continually out of
control and out of balance.




                                    33    3
                                   33    9




                                   33   12
For some consumers image isn’t
critical. In some cases they are
more concerned with being
comfortable than stylish; for
others, outward appearance
simply isn’t important.




                                   34    4




                                   34    2




                                   34   11
                                   34    8
For some a polished outward
expression is very important.
Some consumers believe that
they are -to some degree- judged
by their appearance; for others
maintaining a polished look is
personally fulfilling.




                                   35    1




                                   35   10




                                   35    2




                                   35   12
For many consumers outward
appearances are a reflection of
their accomplishments. These
consumers see a direct
correlation between appearance
and success. These consumers
actively manage their outward
expression through their clothing
and, as such, have high
expectations for laundry
products and results.




                                    36    2




                                    36   12

Some consumers are heavily
motivated by personal “internal”
rewards. For some, these
rewards are tangible; for others,
the rewards are emotional. For
each, the reward weighs heavily
on their decisions related to
laundry products and processes.
                                   37    3




                                   37   10




                                   37    1
Communicating personal
sentiment for friends and family
is a primary driver for some
consumers. She sees laundry as
an opportunity to tangibly
communicate how much her
family means to her.
                                     38   6




                                     38   5

Scent is strong emotional trigger.
Some consumers use scent to
elevate the mundane and
transform day-to-day activities
into noteworthy experiences.




                                     39   5
Creating and maintaining the
perfect environment for family
and friends is the primary driver
for some consumers. She
perceives her effort as an
investment in the lives of the her
loved ones, and believes that
creating the perfect environment
will help them achieve more, and
live happier lives.




                                     40   9

Some consumers specifically look
for a broad range of options in
their laundry products. Some
seek variety in scent, some seek
variety in packaging, while others
want variety in all aspects of
their laundry products.




                                     42   9
                                     42    6




                                     42    5
Some consumers feel that
decisions today should be made
for the sake of future benefits or
achievement. Long-term
happiness and fulfillment
outweigh immediate pleasure
and contentment.




                                     43    4




                                     43   10




                                     43   12
                                      43    3

Many consumers describe
themselves as “working hard”.
She believes that the stability of
her household and the happiness
of her family depend on her
efforts. Her responsibilities are a
drain but she believes that her
investment today will pay off in
the future.




                                      44    4
For some consumers, decisions
and processes are based on
tradition. Some are comfortable
with they processes they’ve
developed while others are see
no value in exploring new
methods.




                                      46   16
                                    46   8




                                    46   2
Some consumers identify as tech
competent, or even tech-savvy.
They might be face-book addicts
or they might search for recipes
on their iPhones; it is important
to understand that these
consumers are not only
comfortable with technology,
technology is a fundamental
aspect of their daily lives.




                                    47   2




                                    47   1
                                      47   12
A small selection of consumers is
uniquely self-conscious about
their income. Although these
consumers may not actually
make less money than others,
they identify as low income and
are concerned with being
perceived as less successful or
“poor”.




                                      48    9

Although the motivations and
implications vary, a small but
growing group consumers are
focused on avoiding unnecessary
chemicals in their homes. For
some consumers chemicals can
cause significant skin irritations.




                                      49   15
                                   49    7




                                   49    8




                                   53   15




                                   53    7
Some consumers are specifically
interested in living a healthy
lifestyle. They see a direct
connection between their health
conscious behaviors and
improved well-being. Rarely do
these consumers perceive their
healthy commitment as a chore,
but rather their lives are built
around healthy decisions.
                                     50    8




                                     50   15




                                     50    7
For some consumers certain
issues are truly important. She is
compelled to share those values
with her friends and to instill
them in her children. Her
interests may be progressive
including social and
environmental consciousness, or
as simple as passing on
traditional family values.




                                     51   15
                                   51    7

The desire to have a positive
impact on communities and the
environment is a profound
motivation for a small but
growing group of consumers. Not
only do these consumers believe
that their purchase behavior has
a measureable impact, they also
believe that their purchase
decisions reflect their values.




                                   52   15




                                   52    7
description




For the Enjoyer, scent in her laundry is one of the
few indulgences she can afford. She tends to use
scent heavily and she will use different scents for
different contexts including seasonal scents.
The Enthusiast specifically likes to curate a
signature scent for her family. She sees this as a
differentiating aspect of her family in their
community. Heavy Scent helps to make the
signature scent noticeable and noteworthy.
The Enjoyer is looking to optimize all of her
experiences. When it comes to laundry scent, the
more the better.




The Protector prefers either natural scent or no
scent. In some cases no scent is preferred but in
either case, any scent needs to be naturally
derived.
The Protector prefers either natural scent or no
scent. In some cases no scent is preferred but in
either case, any scent needs to be naturally
derived.
The Traditionalist has no need for scent. She may not actively avoid scent but is not receptive to scent propositions.
The enjoyer is very scent focused. She uses scent
as a way to remind her family how much she
loves them. Just as she wants her family to
remember how much she loves them all day long
she expects that her laundry scent to last all day.
If the scent wears off to quickly, it misses the
mark for her.

The Enthusiast truly enjoys scent and she expects
it to last all day long. The continual presence of
scent in her clothing is a sign of success and
quality; she is disappointed when it is gone.




The Enthusiast enjoys experiences. She does not
like doing chores or shopping for household
products so she looks for luxurious experiential
indulgences to elevate the laundry process as
well ass the shopping experience.
As a part of her search for excellence and
exceptionally high laundry expectations, the FE
Outperformer expects long lasting scent,
however this scent must be light. Overwhelming
sent is inconsistent with her perception of quality
and authenticity.
The Enjoyer aspires to have a family that looks as
fondly on the past as she does. Certain candles
make her think of her mother, she knows exactly
what her husbands pillow smells like; these are
fulfilling scent triggered memories. She wants to
provide her family with the same lasting
memories.
The Enjoyer aspires to have a family that looks as
fondly on the past as she does. Certain candles
make her think of her mother, she knows exactly
what her husbands pillow smells like; these are
fulfilling scent triggered memories. She wants to
provide her family with the same lasting
memories.




For the FE Outperformer scent should cue
“clean”. Scent communicates cleanliness and a
job well done. She is skeptical of overwhelming
sense and may feel that too much scent or overly
identifiable scents (fragrance) is used to cover up
clothes that have not been effectively cleaned.

For the DLT Outperformer scent should cue
“clean”. Scent communicates cleanliness and a
job well done. She is skeptical of overwhelming
sense and may feel that too much scent or overly
identifiable scents (fragrance) is used to cover up
clothes that have not been effectively cleaned.
The Outperformers is heavily influenced by
people in her life whom she respects. Although
she is very selective of the people she listens to;
if she respects them, their opinions hold weight.
These people might be her mother, her friends,
or her colleagues; she might also listen to talk
show hosts or celebrities. Ultimately she has a
vision for what she what she wants her life to be
like, she listens to people who already live that
life.
The Enjoyer isn’t a particularly sophisticated
consumer she’s not always in touch with trends
or new products. She is able to identify
individuals who are fashionable and looks up to
trendy celebrities but has difficulty articulating
what it is that makes them fashionable or
translating that aesthetic into her own look.
The Outsider is heavily influenced by people
whom they hope to be like, specifically pop-
culture icons and other public figures. They are
not particularly confident; so emulating the
behaviors and styles of their role models helps
them feel comfortable in their day-to-day lives.
DLT Outperformer frequently references peer-
level blogs and other trusted experts she
considers to be “like” her. There are very few
people in her life that she trusts enough to heed
their advice, but she trusts her own intuition to
seek out and identify these unique sources.
Because she takes advice from so few people,
she is far more likely to give advice than accept it.
The Outperformer is heavily influenced by
women her life she hopes to be like, specifically
she looks up to beautiful and powerful women.
Ultimately she has a vision for what she what she
wants her life to be like, she listens to people
who already live that life.




In life and in laundry, the Enjoyer is heavily
influenced by her mother. In the same way she
hopes to be seen as expert by her children, the
Enjoyer considers her Mother the expert. There
are few people the Enjoyer looks to for advice;
her mother is one source of trusted insight.
The DLT Outsider is heavily influenced by her
mother and other close family members. They
are not independently able to achieve good
laundry results and –as such- they must rely on
advice from others to get the job done.
The Traditionalist is heavily influenced by close
friends and her family, specifically her daughter.
Although she handed her personal process down
to her daughter, if issues arise, she will look to
her daughter for tips and advice.
The Outperformer is a particularly sophisticated
consumer. She is interested in all aspects of
laundry outcome and has high expectations for
products she used to achieve them. Although her
expectations are complex, she is willing to
commit the necessary energy and she is
confident in her ability to achieve her goals.

The Outperformer has very high expectations for
her laundry results. She is externally motivated
and her clothing is a primary tool for controlling
her image and garnering compliments.
Additionally she is high expectations related to
scent and feel. Ultimately look feel and scent of
her family’s clothes matter and she expects her
laundry products to deliver.
The Enthusiast has very high expectations for her
laundry results and in short, she “wants it all”.
She expects high levels of scent, she want soft
luxurious feeling fabric and impeccable
appearance. The way she presents herself to the
world is very important, nothing less than the
best is acceptable.
For the Enthusiast the quality of her laundry
outcome is critical. She works to add scent,
freshness and feel to her family members lives
through laundry in she is willing to invest
significant time and energy to do so. If the results
fall short, not only does she lose the opportunity
to enjoy these benefits, she believes that the
product has wasted her time.
The Optimizer has basic expectations, not low
expectations. Setting reasonable goals for herself
is a part of her life strategy. She is delighted to
find high quality products at a reasonable price,
but does not expect the best of the best. Good
enough is good enough for her.
The FE Organizer sets her laundry expectations
based on the time she is willing to commit. She
doesn’t have low expectations but she knows
that obsessing over laundry results takes time
and energy she would rather spend with her
family and friends.

The Traditionalist has relatively low expectations
for laundry outcome. Over time she has become
comfortable with the results of her process. She
may be capable of achieving higher- level results,
however the benefits are far outweighed by the
risks involved in modifying her process.
The Optimizer is a self-identified bargain hunter.
She tries always shops with coupons, she actively
seeks out stores with the best offers and
definitely buys based on price - as such she is not
brand loyal. Although she is a bargain hunter she
does have a threshold, she may not buy the
absolute cheapest product available, she will buy
the cheapest product that meets her outcome
expectations.

The Enjoyer largely defined by her price
sensitivity. She tries to keep expenses for leisure
activities to a minimum, and definitely tries to
spend as little as possible on household products.
What is unique about the Enjoyer is that she is
not a proactive saver. She may not use coupons
but rather she buys based on shelf price. She is
not brand loyal and may identify as a store brand
shopper. When she does spend it’s on leisure and
immediate pleasures.

Although the Organizer has a reasonable income,
she is very price sensitive. She plans her shopping
trips around coupons and promotions, and she
believes that it is her hard work –not the product-
 that helps her to achieve her laundry goals. This
means she isn’t always brand loyal and isn’t
necessarily afraid of store brands. She wants to
shop fast and looks for a product that she knows
will work at the right price.
The Outperformer is a confident and informed
consumer, however, she does not enjoy doing
laundry. She will avoid redoing at all cost. She
expects laundry products to tell her how they are
going to work then exceed her expectations.
Redoing laundry is a worst-case scenario.

The DLT Protector seeks to avoid failure because
the repercussions can be profound. A portion of
the protector segment is trying o avoid significant
skin irritations. These skin reactions range from
uncomfortable to debilitating.

The DLT Protector seeks to avoid failure because
the repercussions can be profound. A portion of
the protector segment is trying o avoid significant
skin irritations. These skin reactions range from
uncomfortable to debilitating.
The DLT Optimizer does not enjoy doing laundry
and will avoid redoing at all cost. She moderate
expectations for her laundry outcome but she
expects her products to meet her threshold every
time.
The traditionalist is risk averse. This does not
result from a sense of fear or insecurity, but
rather a sense of personal confidence. She is
perfectly comfortable with the laundry results
she achieves using heritage brands. She is
intolerant of the risk associated with trying new
products and she avoids ever having to redo
laundry.




The Outsider desires a very low engagement in
their laundry process and they are willing to pay
for to lighten their load. They are generally aware
that their competing desires for ideal outcome
and limited time commitment result in a
premium price tag. If they believe the product
will help them achieve these goals they are
willing to pay the price.
The Protector is not afraid to invest in the right
products for the results she demands. Although
she wishes this were not true, she knows that the
products she’s drawn to are often more
expensive. Her commitment to her family and
the environment justifies the premium costs.
Remember, authenticity and honestly are key, if
she doesn’t believe in the product she will not
pay more for it.
The Protector is not afraid to invest in the right
products for the results she demands. Although
she wishes this were not true, she knows that the
products she’s drawn to are often more
expensive. Her commitment to her family and
the environment justifies the premium costs.
Remember, authenticity and honestly are key, if
she doesn’t believe in the product she will not
pay more for it.




The Outperformer is not afraid to invest in the
best possible products. She believes that her
success results from a combination of her skill
and her tools. She prepares for her laundry by
auditing the loads and gathering all of the
necessary products; and while she might
incorporate some home brew solutions she
would never consider taking short cuts or using
inferior products. It is important to note that if
she doesn’t believe that there is a superior
product, she will buy based on price.

The Enthusiast is not afraid to invest in the
products she wants. She understands that her
desire for scent, feel and variety can translate to
premium prices. As you would expect with most
consumers, she is looking for the best deal;
however, she knows what she wants and – within
reason- she doesn’t have a problem paying for it.
The Enthusiast is not afraid to invest in the right
products for the results she demands. Although
she wishes this were not true, she knows that the
products she’s drawn to are often more
expensive. Her commitment to her family and
her success justifies the premium costs.
Remember, authenticity and honestly are key, if
she doesn’t believe in the product she will not
pay more for it.
Although the DLT Enthusiast is not averse to
expensive indulgences, she is continually looking
for little luxuries; not all luxuries are expensive.
She loves scented candles and perfume but also
considers time to herself as a little luxury.
Beyond herself, she likes the idea of a “family
signature scent”. For her, scent is a luxury she
can share with the whole family.

The Enjoyer isn’t afraid to give herself
indulgences. As long as it doesn’t take away from
her family little treats are not off limits for her.
She uses these indulgences to stay connected to
culture and her community. She likes things that
are new, and cute, and of the moment.
It is important for the Organizer to keep things
simple. She doesn’t value material indulgences
but does like to treat her family to inexpensive
treats. For her, free time is a treat. Family time is
a priority and makes a point of spending time
with her friends. She transfers this logic to her
laundry. For her it is important to find a product
that will help keep laundry time to a minimum
and out of pocket costs low.
The outsider is focused on enjoying what life has
to offer. They are far more interested in
socializing and entertainment than they are in
managing their household responsibilities. To
them, laundry facilitates social interaction. It
must be done, but it should not interfere with
leisure time activities.
The Enthusiast is trendy and indulgent. Laundry is
a great opportunity to achieve both of these
fundamental desires. She considers scent an
indulgence, but like all other indulgences,
laundry scent must be on trend.
The Enjoyer is very budget conscious and uses
little indulgences or “cheap thrills” to liven up her
life. Life is difficult for her, capitalizing on
opportunities for “cheap thrills” is an important
coping mechanism. She wants her children to
have fun as well. She may not have the ability to
indulge her children but she wants them to
remember their childhood as being full of joy.
Life is a challenge for the Enjoyer, she looks for
opportunities to escape from the realities of her
day to day. She uses daydreaming, tabloid
magazines and low cost indulgences like perfume
and pedicures to help distract her from her
reality. Although she may believe that her
condition will improve over time, she does not
feel that her individual actions are necessarily
connected to She feels that she is incapable of
making her life.
Relationships are important for the Enjoyer.
Caring for the people she loves is a way for her to
show how much they mean to her. She makes
her children’s lunches and puts little notes in
them. She treats her friends to dinner and adds
personal touches to let them know how much
they mean to her.
Outperformers invest significant energy
researching various sources and identifying the
right choices for her. When she finds a product or
brand that she trusts she is extraordinarily loyal.
However, if you compromise her trust she might
walk away forever.
Outperformers invest significant energy
researching various sources and identifying the
right choices for her. When she finds a product or
brand that she trusts she is extraordinarily loyal.
However, if you compromise her trust she might
walk away forever.
Outsiders are unique in that they are both open
to marketing influence, and are engaged in
technology. Many of them live their lives on line
and are tapped into multiple media platforms
including social media, mobile media and a broad
range of entertainment outlets.




The Outperformer is skeptical of products that
make overwhelming claims. She knows how hard
she has to work to achieve her desired laundry
results and does not believe that short cuts are
effective. Any products that offer to shorten the
process or combine steps are red flags for her.
She respects the process and the time it takes.
She doesn’t believe that marketing behind the
products is what gets the job done. She is
extremely skeptical of RTBs and perceives
aggressive packaging design as adding cost
without adding value.
The Protector is committed to products that are
authentic and trustworthy, these products are
not always come from traditional brand. She is
just as likely to find the right product at the
farmer’s market as Wal-Mart.
The Protector is committed to products that are
authentic and trustworthy, these products are
not always come from traditional brand. She is
just as likely to find the right product at the
farmer’s market as Wal-Mart.
To the traditionalist, all brands are the same. She
is turned off to new product messaging, and
typically makes her choices based on what is
most familiar or what is on display.




The Protector is by nature an informed
consumer. She will invest extensive time
researching products and she expects to find
products that are in line with her ideals. She
seeks seals of approval such as USDA organic as
well as Appropriate RTBs.
The Protector is by nature an informed
consumer. She will invest extensive time
researching products and she expects to find
products that are in line with her ideals. She
seeks seals of approval such as USDA organic as
well as Appropriate RTBs.
The Outperformer is committed to high level
results in all aspects of her life including laundry.
She believes that knowledge and high quality
results can only be achieved through personal
investment and a genuine commitment to
success. She self-identifies as an expert and
trusts her personal ability to identify affective
products and laundry processes.

The Enjoyer is the expert in her home. She
balances all of the competing interest and
schedules in her family’s life. She is the one that
makes sure it all gets done. This translates to her
laundry process. She is very confident in her
ability to manage the laundry. Although she can
always use some help getting the job done better
or faster, she is confident in herself and in her
processes.
When it comes to laundry the Optimizer believes
that her effort is more important that using
expensive products. She is a smart shopper and
believes that unnecessarily overpaying for
product isn’t smart. She recognizes that some
products are better than others but does not
believe that any product on it’s own achieves
desirable laundry results. Ultimately she believes
that with attention and commitment, she could
use any product and get the job done very well.
The Traditionalist believes that it is her
experience and personal investment that
produces laundry results. She sees no meaningful
difference between products, and in general is
skeptical of benefit claims.




The notion of being an expert is unique for the
Enthusiast. She doesn’t necessarily think of
herself as an expert in regards to her process but
she does know herself and her family better than
anyone else. She trusts her own style, mood and
opinion; she does not look to others for advice
regarding aesthetics. If she likes a scent or a
combination of scents she will try it. She doesn’t
need an external source to verify her opinions.
The Outperformer is a personal perfectionist. She
has extremely high expectations in all aspects of
her life, and she works hard to achieve high level
results. Ultimately she wants to build a better life
for her and her family and she believes that
committing to excellence in all areas will help her
accomplish this. Although there are internal
benefits to this accomplishment, she is primarily
externally motivated; she wants the people in
her life to know and acknowledge that she is
achieving at a high level.

The DLT Outperformer is a personal perfectionist.
She has extremely high expectations in all
aspects of her life, and she works hard to achieve
high level results. Ultimately she wants to build a
better life for her and her family and she believes
that committing to excellence in all areas will
help her accomplish this. The DLT Outperformer
is primarily internally motivated; she is most
concerned with meeting her own expectations.
The Protector “wants it all”. She is balancing a
broad spectrum of wants and needs including
immediate safety and health concerns,
environmental impact, and social equity. She will
only accept products that authentically address
these issues. If she is not convinced that a
product meets her criteria she will simply move
on.
The Protector “wants it all”. She is balancing a
broad spectrum of wants and needs including
immediate safety and health concerns,
environmental impact, and social equity. She will
only accept products that authentically address
these issues. If she is not convinced that a
product meets her criteria she will simply move
on.

The Outperformer has extremely high
expectations for herself across all aspects of her
life. She is committed to personal excellence and
requires that the products she uses meet or
exceed her personal expectations. Good enough
is simply not enough for her, Products must
deliver on metrics that she determines for herself.

The Outperformer has extremely high
expectations for herself across all aspects of her
life. She is committed to personal excellence and
requires that the products she uses meet or
exceed her personal expectations. Good enough
is simply not enough for her, Products must
deliver on metrics that she determines for herself.
The Enthusiast is looking to optimize every
experience in her life. She is insatiable, for her,
more is better. She wants more scent, more
softness, more dynamic packaging and more than
anything she wants variety. She wants to spend
money, she wants to be engaged, and she wants
to indulge in the experiential world
Authenticity may be an abstract concept but is
critical for Protectors. It is sometimes difficult for
her to verify the origin of a product’s ingredients,
but in the absence of fact she must feel confident
that the product story -and the product itself- is
“authentic”. This concept extend beyond the
product to her laundry process, for example cold
water washing is an authentic way to clean
clothes gently with reduced cost and
environmental impact.
Authenticity may be an abstract concept but is
critical for Protectors. It is sometimes difficult for
her to verify the origin of a product’s ingredients,
but in the absence of fact she must feel confident
that the product story -and the product itself- is
“authentic”. This concept extend beyond the
product to her laundry process, for example cold
water washing is an authentic way to clean
clothes gently with reduced cost and
environmental impact.
The Outperformer is committed to her family’s
long-term happiness and continued success; she
puts her family and their growth above all else in
her life. She sees the energy she puts into caring
for her family as an investment in their collective
and individual futures.
The Enthusiast is focused on her family’s
happiness. She knows that the work she puts in
makes their lives better every day, and she gladly
makes the investment. Although she values her
own happiness and fulfillment, she considers her
family’s happiness her most important – and
most fulfilling job.




The appearance behavior and accomplishments
of the Outperformer’s children are a reflection of
her success. She identifies heavily as a mother
and a household manager. Her children are the
strongest external reflection of her efforts. If her
children are successful she feels more successful,
if they look good she looks better.

The appearance behavior and accomplishments
of the outperformers children are a reflection of
her success. She identifies heavily as a mother
and a household-manager. Her children are the
strongest external reflection of her efforts. If her
children are successful she feels more successful,
if they look good she looks better.
The appearance and accomplishments of the
Enthusiast’s children are a reflection of her
success. She identifies heavily as a mother and a
household -manager. Her children are the
strongest external reflection of her efforts. If her
children are successful she feels more successful,
she aspires for her children to be doctors and
lawyers versus “what ever they want to be…”.




The Optimizer uses her family, specifically her
children, as a barometer for how well she is
doing. She isn’t concerned as much about how
others see her children but she is very sensitive
to how happy her family appears to be. It is
important to her that they are able to spend
positive time together.
The protector is committed to her convictions in
a way that transcends laundry. She believes that
certain issues really matter and that personal
decisions and behavior can make the world a
better place. She believes so strongly in these
beliefs that she is often evangelical about these
issues seeking to spread the word to her friends
and pass her values and behaviors down to her
children.
The protector is committed to her convictions in
a way that transcends laundry. She believes that
certain issues really matter and that personal
decisions and behavior can make the world a
better place. She believes so strongly in these
beliefs that she is often evangelical about these
issues seeking to spread the word to her friends
and pass her values and behaviors down to her
children.




The Enthusiast considers herself the pilot of the
family’s ship. She makes sure everything gets
done but she also believes that no one can be
happy unless she is happy.
The Outsider is largely defined by the fact that
they are only doing their own laundry. This may
because they are on their own for the first time,
or they may have become single again later in
life. This person may be a single 20-something, a
widower, or a divorcee.
The Outperformer is her family’s support system.
She knows what needs to be done and she makes
sure that it gets done… excellently. This isn’t a
burden for her; although she would prefer that
things were easier, it matters that things are
done right and she is glad to do it. She makes
sure that things stay under control and in
exchange she expects recognition.
The Optimizer knows what is right for her family
and is ultimately responsible for everything that
gets done in her home. Her husband is her
partner but the buck stops with her. She knows
that things could very easily spin out of control so
her responsibilities are continually top of my
mind.
The Traditionalist is typically an empty nester.
She spent most of her life focused on the needs
of her family. Now she is rediscovering her own
personal passions and interest. She no longer
feels obligated to base her decisions on the
needs of others; she is becoming comfortable
with the idea of basing decisions on what SHE
wants.




Outperformers are committed to achieving a high
level of excellence in everything she does -
including laundry. She will commit as much time
as needed to get the job right. Hard work is not a
deterrent for her; she is more compelled to do
the job right than she is annoyed by the time it
takes to do the job.
Enthusiasts are committed to achieving a high
level of excellence in everything she does -
including laundry. Although she does not like
doing the laundry, she dislikes sub-par laundry
results even more. She looks for products that
will help her achieve high level results with less
effort but will only trust products that convince
her that her expectations will be met.
The outperformer puts a great deal of value on
learning and knowledge. She will try new
products and engage in new experiences for the
purpose of growing and learning. She has
multiple hobbies and enjoys that she is noticed
for excelling in them. Whether it is fashion or
new products, she is up to date on trends;
shopping is a great way for her to stay on top of
it all.
The enthusiast is not focused solely on the
finished product. She is interested in enjoyable
processes as well as enjoyable results. She sees
her life, and the aspects of it as a whole
experience. For her the journey and the
destination are equally important.




The Organizer has a very balanced perspective on
household chores and personal happiness. She
knows that the energy she invests caring for her
family results in a happier life for them. Although
she doesn’t avoid household work, she does look
for ways to simplify. She is drawn to products
that help her finish chores better and faster.

Although the Organizer is defined by her ability
to keep her responsibilities in balance, she is still
very stressed out by household chores. Although
she feels in control of her process she wishes that
she didn’t need to do it. The Organizer enjoys
finishing jobs not doing them. She is drawn to
products that help her check things off of her list.
The Enjoyer does not enjoy doing chores nor
does she feel a sense of accomplishment having
completed them. She does not think of
household work as an investment, she perceives
it as a waste of time. Her ideal scenario would
not be to minimize or manage her household
responsibilities; it would be to have no work to
do at all.
The ideal laundry scenario for the Outsider would
be to never have to deal with it. They are seeking
a purely effortless experience. They are drawn to
grab and go solutions, all-inclusive propositions,
and messaging that helps them make easy
choices.
The traditionalist is largely disengaged from the
laundry process. She invests a small amount of
energy in her laundry process, however her
results are acceptable. At her life-stage, she is
more interested in carving out time for her
personal hobbies than investing more energy in
laundry- she simply doesn’t value the benefits
she might see.




It is important for the Optimizer to keep things
simple. She transfers this logic to her laundry. For
her it is important to find a product that will help
keep laundry time to a minimum and out of
pocket costs low.
The Traditionalist is past the time in her life that
requires extended energy to maintain her
household. As an empty nester with adult
children, she is focused on her own personal
fulfillment. At this point she is interested in
simplifying her life rather than adding stress or
complexity. She tries to keep things simple so she
can take advantage of the free time she has
waited so long to enjoy.
Completing tasks is a motivator for her, however
she has an interesting habit of adding new things
to the list that make it impossible for her to
actually finish. If she finishes the list, she will add
more to her plate. This list keeping habit allows
her to externalize the craziness in her life.




The Enthusiast finds it difficult to balance all of
her relationships and commitments. She works
hard to make sure that everything in her life is
done at a high level, but this takes a lot of time
and energy. Balancing work, her children, her
husband and herself is –in itself- one of her many
challenges.
In the mind of the protector her family’s safety,
the environment, social equality and product
efficacy are all connected. Although she
prioritizes protection all of these elements are
important to her. She feels that she is often
asked to make trade-offs between her values;
this adds stress and dissatisfaction to her life.
In the mind of the protector her family’s safety,
the environment, social equality and product
efficacy are all connected. Although she
prioritizes protection all of these elements are
important to her. She feels that she is often
asked to make trade-offs between her values;
this adds stress and dissatisfaction to her life.
The Organizer leads a well-balanced life. She
works hard but makes sure that she and her
family enjoy their lives. She prioritizes time for
fun for her family and for herself. She balances
time for her friends and enjoys her hobbies. She
keeps her eye on the family budget but makes
room for simple pleasures. Life isn’t a chore for
her, life is meant for living.

The Traditionalist’s free time is spent developing
new hobbies and re-engaging in activities she’s
been too busy to enjoy. Her dream has always
been to have free time and now she has it. She’s
focused on balancing the chores she still has with
her newly found hobbies.




The Organizer is very busy, and balancing all of
her competing responsibilities is important. It is
very important for her to maintain her
household, but it is also important to maintain
her own relationships and personal appearance.
These goals are in conflict and often she
frequently feels overwhelmed.
On general, the Enjoyer feels that her life is too
much for her to handle. She struggles to keep
even the basics under control, and senses that
she is gradually falling farther and farther behind.
Her husband is typically not involved in
household duties and she feels that she is solely
responsible for her family’s well being.
The FE Outperformer typically enjoys the laundry
process and is committed to achieving high-level
results. Because her expectations are so high she
is sometimes overwhelmed and confused by the
processes necessary to achieve these results for
all garments.




The Optimizer’s casual appearance is an
extension of her desire to maintain a simple life.
She is focused on her family’s collective
happiness versus her own happiness; although
she may dress up for specific occasions, a
polished personal aesthetic is inconsistent with
her values.
The Outsider is interesting in that their desired
appearance is contextual. If they are at work or
around people whom they hope to impress, they
work towards a polished appearance. However, if
they are in a casual environment or around
friends and family, their appearance might be
overtly casual.

The FE Organizer is pulled in many directions
throughout the day. Because she isn’t willing to
commit the time, she has relatively low
expectations for her laundry outcome. She will
often choose a relaxed or casual look for herself
and her family because this look takes less time
to achieve but is still socially acceptable.
The Traditionalist may, or may not, have been
more interested in her external appearance as
young woman but she is beyond that now. For
her, a causal appearance is perfectly in line with
her casual life.




The Outperformers polished look is an extension
of her desire to maintain a high level of
excellence in all aspects of her life. She spends
focused attention curating her closet and
organizing outfits. Anything less would be
inconsistent with her personal values.
The Outperformers polished look is an extension
of her desire to maintain a high level of
excellence in all aspects of her life. She spends
focused attention curating her closet and
organizing outfits. Anything less would be
inconsistent with her personal values.
The Outsider is interesting in that their desired
appearance is contextual. If they are at work or
around people whom they hope to impress, they
work towards a polished appearance. However, if
they are in a casual environment or around
friends and family, their appearance might be
overtly casual.

The Outperformer is externally motivated and
her clothes are a part of her external projection.
Her polished appearance serves to both garner
compliments and cover up insecurities.
To the outsider, image is everything. They gauge
their own success and self-value by the reaction
they get from others. They believe that if they
project a successful image then others will
believe they are successful; if they project a look
of confidence then they will be more confident.

For the Outperformer there is a direct
connection between internal confidence and
external expressions of confidence; for her these
are the same thing. She invests a lot of time
looking good and she genuinely enjoys positive
feedback, the compliments and attention give
her the confidence she needs to thrive.
Although The Organizer spends a lot of energy
maintaining her home and she identifies as
someone who is overworked, this work isn’t
entirely pragmatic. The Organizer gains a lot of
personal satisfaction from completing tasks.
Beyond resulting in a well kept home and a
happy family, the work she puts in has a positive
personal result. She maintains a list, she works
through the over the course of the day, week
month. She takes great pleasure in completing
prescribed tasks

Accomplishments matter to the Enthusiast. She is
very self-rewarding, feeling the positive feedback
of a job well done is one of her primary drivers
for doing laundry in the first place. Although
there are internal benefits to this
accomplishment, she is externally motivated; she
wants the people in her life to know and
acknowledge that she is achieving at a high level.
The DLT Outperformer is internally motivated.
She takes great pleasure in knowing that she
functions at a high level in all areas of her life.
The motivation for this excellence is a legitimate
personal commitment to excellence that only she
can truly measure and enjoy.
The Enjoyer truly prizes the relationships with
her friends and the time she is able to spend with
them. Although her family is her priority, she
does not feel that time spent with friends is time
taken from her family. It is important for her to
feel balance in her life and maintain a sense of
personal identity. Maintaining relationships with
close friends helps achieve his balance.

The Enthusiast aspires to have a family that looks
fondly on the past. Lasting positive memories are
top of mind for her. The energy she invests is
valuable not just in “the now”…The future, the
past and the present are all important to her. Her
commitment to positive experiences is a
reflection of her value in memories.




The enthusiast uses sensorial experiences to
elevate her family’s daily life. For her, scent and
feel are emotionally and physically
transformational. Any normal day can be made
extraordinary by engaging all of the senses.
Because she is so in touch with the emotional
aspect of her family’s life, she wants to improve
their mood and sensorial engagement. Scent is a
fantastic way to achieve this goal.
The Enjoyers sees a bright future for her family
and friends. She wants to create the perfect
environment for them to succeed individually
and collectively. Although she personally enjoys
caring for others, she sees her investment in
caring for her loved ones as an investment in
their collective and individual futures.




The Enjoyer is very aware of scent in her
environment and she genuinely loves it in her
laundry. For her, scent is a little treat that makes
laundry worth doing… She wants a variety of
scent, she want seasonable sent, she would love
to have a different scent every day… She is very
in the moment and may not connect scents with
memories, but she values scent and may be open
to new products that thrill her.
The Enjoyer is very aware of scent in her
environment and she genuinely loves it in her
laundry. For her, scent is a little treat that makes
laundry worth doing… She is particularly
interested in a broad variety of scent at shelf.

The Enthusiast is very aware of scent in her
environment and she genuinely loves it in her
laundry. For her, scent is a little treat that makes
laundry worth doing. She desires variety for the
sake of variety. Additionally the DLT Enthusiast
appreciates variety at shelf. She is drawn to new
products and is able to differentiate new
products from preexisting products.




The Optimizer is focused on her family’s future
success. They may not have a lot now but she is
investing time and energy into a brighter future
for her loved ones.
The Enthusiast has high aspirations for her family
and she believes that the future will be better. A
part of expecting her children to grow up to be
successful and accomplished is the idea that she
will –in the future- have more time for her self. If
everyone follows the plan the future will be
bright for everyone.
The Enthusiast has high aspirations for her family
and she believes that the future will be better. A
part of expecting her children to grow up to be
successful and accomplished is the idea that she
will –in the future- have more time for her self. If
everyone follows the plan the future will be
bright for everyone.
The Organizer has very high expectations and
aspirations for her family collectively and
individually. She holds herself to these
expectations. She challenges her children to be
involved in and successful in a broad variety of
activities. She challenges herself to balance her
career, her family, her household responsibilities,
and her personal relationships.




The Optimizer really does work hard. She isn’t
overwhelmed emotionally by the work she does,
but household chores do weigh on her. She is
happy to put in the effort because she believes
that the hard work she puts in now will pay off in
the future. She does look for little time savers
and products that will help take some of the
work off her plate.




For some consumers, decisions and processes are
based on tradition. Some are comfortable with
they processes they’ve developed while others
are see no value in exploring new methods.
The Optimizer bases much of her behaviors and
purchase decisions on tradition and habit. The
Traditionalist has spent her life becoming
comfortable with her process and achieving
acceptable results. The brands she uses are tried
and true and she sees no value in exploring new
ways to solve a problem she has already solved.
Many of the Outsider’s laundry care behaviors
are based on Traditional approached learned
from close family members specifically their
mother. Outsiders are not engaged in the
laundry process nor do they take pleasure in
learning new methods. If it was good enough for
Mom it’s good enough for them.




This segment tends to be more tech-savvy than
others. They are committed to their social lives
and as such are familiar with email, Facebook and
instant messaging. Researching products on the
computer would not be foreign to them.
The Outperformer isn’t necessarily
technologically “savvy”, but she is -at a minimum-
 competent. Like other areas of her life, she isn’t
afraid to try new things and has high
expectations of herself. She wouldn’t be
comfortable knowing that something as
pervasive and important as computers and the
Internet wasn’t’ available to her.
The Outperformer isn’t necessarily
technologically “savvy”, but she is -at a minimum-
 competent. Like other areas of her life, she isn’t
afraid to try new things and has high
expectations of herself. She wouldn’t be
comfortable knowing that something as
pervasive and important as computers and the
Internet wasn’t’ available to her.




The Enjoyer typically identifies as “low income”.
Although she genuinely wishes her life were
better, she is aware of her current financial
situation. She see’s the difference between her
situation and others in her community and she
believes that she is less successful than most of
her peers. She is very self-conscious about others
perceiving her in the way she perceives herself
and tries to look younger and generally fit in.




Protectors are distinctly interested in social and
environmental concerns; however protecting her
family from unnecessary chemicals and potential
irritation is her primary motivation.
Protectors are distinctly interested in social and
environmental concerns; however protecting her
family from unnecessary chemicals and potential
irritation is her primary motivation.
The traditionalist may be dealing with new health
concerns that she has not had to deal with in the
past. Her health consciousness is related to
avoided skin irritation that may be associated
with aging.

“Natural” is simply better in the eyes of the
Protector. Natural scents are better than
chemical scents, softness must feel light and free
of additives, dyes are simply unnecessary. She
feels that natural is more nurturing; non-abrasive
clothes are safer for skin, and light natural scents
are more pleasing. These consumers may range
from actively seeking natural products to simply
defaulting to natural options when they are
available.
“Natural” is simply better in the eyes of the
Protector. Natural scents are better than
chemical scents, softness must feel light and free
of additives, dyes are simply unnecessary. She
feels that natural is more nurturing; non-abrasive
clothes are safer for skin, and light natural scents
are more pleasing. These consumers may range
from actively seeking natural products to simply
defaulting to natural options when they are
available
The Traditionalist is very interested in living a
healthy lifestyle. She is nearing the final stages of
her life and she knows that attention to nutrition
and engaging in preventative behaviors are
important. Not only will this commitment extend
her life, these choices will also make her
remaining years more enjoyable.
The Protector is interested in living a healthy
lifestyle across all aspects of her life and her
family’s life. She understands the holistic
relationship between all of her health pursuits
and works hard to maintain the individual health
of each of her family members.
The Protector is interested in living a healthy
lifestyle for her family life. She understands the
holistic relationship between all of her health
pursuits and pays particular attention to the
chemicals in her home.




The protector is committed to her convictions in
a way that transcends laundry. She believes that
certain issues are legitimately important, and
that personal and collective behaviors can make
the world a better place. She is often evangelical
about issues related to personal health,
environmental improvement and social harmony;
she has an internal drive to spread the word to
her friends, and pass her values and behaviors
down to her children.
The protector is committed to her convictions in
a way that transcends laundry. She believes that
certain issues are legitimately important, and
that personal and collective behaviors can make
the world a better place. She is often evangelical
about issues related to personal health,
environmental improvement and social harmony;
she has an internal drive to spread the word to
her friends, and pass her values and behaviors
down to her children.




The Protector is committed to making a positive
impact through her decisions and actions.
Although she may not buy everything at the
farmers market she believes that every little bit
counts. In her mind, it is only through individual
commitment that collective efforts can be
achieved, so she works to do her part by being
mindful of her family’s impact.
The Protector is committed to making a positive
impact through her decisions and actions.
Although she may not buy everything at the
farmers market she believes that every little bit
counts. In her mind, it is only through individual
commitment that collective efforts can be
achieved, so she works to do her part by being
mindful of her family’s impact.
tive to scent propositions.
characteristic_id       segment_id description

                                      For the Enjoyer, scent in her laundry is one of the
                                      few indulgences she can afford. She tends to use
                                      scent heavily and she will use different scents for
                    1             9   different contexts including seasonal scents.
                                      The Enthusiast specifically likes to curate a
                                      signature scent for her family. She sees this as a
                                      differentiating aspect of her family in their
                                      community. Heavy Scent helps to make the
                    1             5   signature scent noticeable and noteworthy.
                                      The Enjoyer is looking to optimize all of her
                                      experiences. When it comes to laundry scent, the
                    1             6   more the better.
                                      The Protector prefers either natural scent or no
                                      scent. In some cases no scent is preferred but in
                                      either case, any scent needs to be naturally
                    3            15   derived.
                                      The Protector prefers either natural scent or no
                                      scent. In some cases no scent is preferred but in
                                      either case, any scent needs to be naturally
                    3             7   derived.
                    3             8 The Traditionalist has no need for scent. She may not actively avoid scen
                                    The enjoyer is very scent focused. She uses scent
                                    as a way to remind her family how much she
                                    loves them. Just as she wants her family to
                                    remember how much she loves them all day long
                                    she expects that her laundry scent to last all day.
                                    If the scent wears off to quickly, it misses the
                    4             6 mark for her.

                                    The Enthusiast truly enjoys scent and she expects
                                    it to last all day long. The continual presence of
                                    scent in her clothing is a sign of success and
                    4             5 quality; she is disappointed when it is gone.
                                    The Enthusiast enjoys experiences. She does not
                                    like doing chores or shopping for household
                                    products so she looks for luxurious experiential
                                    indulgences to elevate the laundry process as
                    5            10 well ass the shopping experience.
       As a part of her search for excellence and
       exceptionally high laundry expectations, the FE
       Outperformer expects long lasting scent,
       however this scent must be light. Overwhelming
       sent is inconsistent with her perception of quality
5   12 and authenticity.
       The Enjoyer aspires to have a family that looks as
       fondly on the past as she does. Certain candles
       make her think of her mother, she knows exactly
       what her husbands pillow smells like; these are
       fulfilling scent triggered memories. She wants to
       provide her family with the same lasting
6    6 memories.
       The Enjoyer aspires to have a family that looks as
       fondly on the past as she does. Certain candles
       make her think of her mother, she knows exactly
       what her husbands pillow smells like; these are
       fulfilling scent triggered memories. She wants to
       provide her family with the same lasting
6    5 memories.

       For the FE Outperformer scent should cue
       “clean”. Scent communicates cleanliness and a
       job well done. She is skeptical of overwhelming
       sense and may feel that too much scent or overly
       identifiable scents (fragrance) is used to cover up
7   12 clothes that have not been effectively cleaned.

       For the DLT Outperformer scent should cue
       “clean”. Scent communicates cleanliness and a
       job well done. She is skeptical of overwhelming
       sense and may feel that too much scent or overly
       identifiable scents (fragrance) is used to cover up
7    1 clothes that have not been effectively cleaned.
       The Outperformers is heavily influenced by
       people in her life whom she respects. Although
       she is very selective of the people she listens to;
       if she respects them, their opinions hold weight.
       These people might be her mother, her friends,
       or her colleagues; she might also listen to talk
       show hosts or celebrities. Ultimately she has a
       vision for what she what she wants her life to be
       like, she listens to people who already live that
8   12 life.
       The Enjoyer isn’t a particularly sophisticated
       consumer she’s not always in touch with trends
       or new products. She is able to identify
       individuals who are fashionable and looks up to
       trendy celebrities but has difficulty articulating
       what it is that makes them fashionable or
8    9 translating that aesthetic into her own look.
       The Outsider is heavily influenced by people
       whom they hope to be like, specifically pop-
       culture icons and other public figures. They are
       not particularly confident; so emulating the
       behaviors and styles of their role models helps
8    2 them feel comfortable in their day-to-day lives.

       DLT Outperformer frequently references peer-
       level blogs and other trusted experts she
       considers to be “like” her. There are very few
       people in her life that she trusts enough to heed
       their advice, but she trusts her own intuition to
       seek out and identify these unique sources.
       Because she takes advice from so few people,
9    1 she is far more likely to give advice than accept it.
       The Outperformer is heavily influenced by
       women her life she hopes to be like, specifically
       she looks up to beautiful and powerful women.
       Ultimately she has a vision for what she what she
       wants her life to be like, she listens to people
9   10 who already live that life.
        In life and in laundry, the Enjoyer is heavily
        influenced by her mother. In the same way she
        hopes to be seen as expert by her children, the
        Enjoyer considers her Mother the expert. There
        are few people the Enjoyer looks to for advice;
10    6 her mother is one source of trusted insight.
        The DLT Outsider is heavily influenced by her
        mother and other close family members. They
        are not independently able to achieve good
        laundry results and –as such- they must rely on
10    2 advice from others to get the job done.
        The Traditionalist is heavily influenced by close
        friends and her family, specifically her daughter.
        Although she handed her personal process down
        to her daughter, if issues arise, she will look to
10    8 her daughter for tips and advice.

        The Outperformer is a particularly sophisticated
        consumer. She is interested in all aspects of
        laundry outcome and has high expectations for
        products she used to achieve them. Although her
        expectations are complex, she is willing to
        commit the necessary energy and she is
11    1 confident in her ability to achieve her goals.

        The Outperformer has very high expectations for
        her laundry results. She is externally motivated
        and her clothing is a primary tool for controlling
        her image and garnering compliments.
        Additionally she is high expectations related to
        scent and feel. Ultimately look feel and scent of
        her family’s clothes matter and she expects her
11   12 laundry products to deliver.
        The Enthusiast has very high expectations for her
        laundry results and in short, she “wants it all”.
        She expects high levels of scent, she want soft
        luxurious feeling fabric and impeccable
        appearance. The way she presents herself to the
        world is very important, nothing less than the
11   10 best is acceptable.
        For the Enthusiast the quality of her laundry
        outcome is critical. She works to add scent,
        freshness and feel to her family members lives
        through laundry in she is willing to invest
        significant time and energy to do so. If the results
        fall short, not only does she lose the opportunity
        to enjoy these benefits, she believes that the
11    5 product has wasted her time.

        The Optimizer has basic expectations, not low
        expectations. Setting reasonable goals for herself
        is a part of her life strategy. She is delighted to
        find high quality products at a reasonable price,
        but does not expect the best of the best. Good
12    4 enough is good enough for her.
        The FE Organizer sets her laundry expectations
        based on the time she is willing to commit. She
        doesn’t have low expectations but she knows
        that obsessing over laundry results takes time
        and energy she would rather spend with her
12   11 family and friends.

        The Traditionalist has relatively low expectations
        for laundry outcome. Over time she has become
        comfortable with the results of her process. She
        may be capable of achieving higher- level results,
        however the benefits are far outweighed by the
12    8 risks involved in modifying her process.
        The Optimizer is a self-identified bargain hunter.
        She tries always shops with coupons, she actively
        seeks out stores with the best offers and
        definitely buys based on price - as such she is not
        brand loyal. Although she is a bargain hunter she
        does have a threshold, she may not buy the
        absolute cheapest product available, she will buy
        the cheapest product that meets her outcome
13    4 expectations.
        The Enjoyer largely defined by her price
        sensitivity. She tries to keep expenses for leisure
        activities to a minimum, and definitely tries to
        spend as little as possible on household products.
        What is unique about the Enjoyer is that she is
        not a proactive saver. She may not use coupons
        but rather she buys based on shelf price. She is
        not brand loyal and may identify as a store brand
        shopper. When she does spend it’s on leisure and
13    9 immediate pleasures.

        Although the Organizer has a reasonable income,
        she is very price sensitive. She plans her shopping
        trips around coupons and promotions, and she
        believes that it is her hard work –not the product-
         that helps her to achieve her laundry goals. This
        means she isn’t always brand loyal and isn’t
        necessarily afraid of store brands. She wants to
        shop fast and looks for a product that she knows
13    3 will work at the right price.

        The Outperformer is a confident and informed
        consumer, however, she does not enjoy doing
        laundry. She will avoid redoing at all cost. She
        expects laundry products to tell her how they are
        going to work then exceed her expectations.
14   12 Redoing laundry is a worst-case scenario.

        The DLT Protector seeks to avoid failure because
        the repercussions can be profound. A portion of
        the protector segment is trying o avoid significant
        skin irritations. These skin reactions range from
14   15 uncomfortable to debilitating.

        The DLT Protector seeks to avoid failure because
        the repercussions can be profound. A portion of
        the protector segment is trying o avoid significant
        skin irritations. These skin reactions range from
14    7 uncomfortable to debilitating.
          The DLT Optimizer does not enjoy doing laundry
          and will avoid redoing at all cost. She moderate
          expectations for her laundry outcome but she
          expects her products to meet her threshold every
14    4   time.
          The traditionalist is risk averse. This does not
          result from a sense of fear or insecurity, but
          rather a sense of personal confidence. She is
          perfectly comfortable with the laundry results
          she achieves using heritage brands. She is
          intolerant of the risk associated with trying new
          products and she avoids ever having to redo
14    8   laundry.
          The Outsider desires a very low engagement in
          their laundry process and they are willing to pay
          for to lighten their load. They are generally aware
          that their competing desires for ideal outcome
          and limited time commitment result in a
          premium price tag. If they believe the product
          will help them achieve these goals they are
15    2   willing to pay the price.
          The Protector is not afraid to invest in the right
          products for the results she demands. Although
          she wishes this were not true, she knows that the
          products she’s drawn to are often more
          expensive. Her commitment to her family and
          the environment justifies the premium costs.
          Remember, authenticity and honestly are key, if
          she doesn’t believe in the product she will not
15   15   pay more for it.
          The Protector is not afraid to invest in the right
          products for the results she demands. Although
          she wishes this were not true, she knows that the
          products she’s drawn to are often more
          expensive. Her commitment to her family and
          the environment justifies the premium costs.
          Remember, authenticity and honestly are key, if
          she doesn’t believe in the product she will not
15    7   pay more for it.
        The Outperformer is not afraid to invest in the
        best possible products. She believes that her
        success results from a combination of her skill
        and her tools. She prepares for her laundry by
        auditing the loads and gathering all of the
        necessary products; and while she might
        incorporate some home brew solutions she
        would never consider taking short cuts or using
        inferior products. It is important to note that if
        she doesn’t believe that there is a superior
16    1 product, she will buy based on price.

        The Enthusiast is not afraid to invest in the
        products she wants. She understands that her
        desire for scent, feel and variety can translate to
        premium prices. As you would expect with most
        consumers, she is looking for the best deal;
        however, she knows what she wants and – within
16    5 reason- she doesn’t have a problem paying for it.
        The Enthusiast is not afraid to invest in the right
        products for the results she demands. Although
        she wishes this were not true, she knows that the
        products she’s drawn to are often more
        expensive. Her commitment to her family and
        her success justifies the premium costs.
        Remember, authenticity and honestly are key, if
        she doesn’t believe in the product she will not
16   10 pay more for it.
        Although the DLT Enthusiast is not averse to
        expensive indulgences, she is continually looking
        for little luxuries; not all luxuries are expensive.
        She loves scented candles and perfume but also
        considers time to herself as a little luxury.
        Beyond herself, she likes the idea of a “family
        signature scent”. For her, scent is a luxury she
16    5 can share with the whole family.
          The Enjoyer isn’t afraid to give herself
          indulgences. As long as it doesn’t take away from
          her family little treats are not off limits for her.
          She uses these indulgences to stay connected to
          culture and her community. She likes things that
16    6   are new, and cute, and of the moment.
          It is important for the Organizer to keep things
          simple. She doesn’t value material indulgences
          but does like to treat her family to inexpensive
          treats. For her, free time is a treat. Family time is
          a priority and makes a point of spending time
          with her friends. She transfers this logic to her
          laundry. For her it is important to find a product
          that will help keep laundry time to a minimum
16   11   and out of pocket costs low.
          The outsider is focused on enjoying what life has
          to offer. They are far more interested in
          socializing and entertainment than they are in
          managing their household responsibilities. To
          them, laundry facilitates social interaction. It
          must be done, but it should not interfere with
16    2   leisure time activities.
          The Enthusiast is trendy and indulgent. Laundry is
          a great opportunity to achieve both of these
          fundamental desires. She considers scent an
          indulgence, but like all other indulgences,
16   10   laundry scent must be on trend.
          The Enjoyer is very budget conscious and uses
          little indulgences or “cheap thrills” to liven up her
          life. Life is difficult for her, capitalizing on
          opportunities for “cheap thrills” is an important
          coping mechanism. She wants her children to
          have fun as well. She may not have the ability to
          indulge her children but she wants them to
16    9   remember their childhood as being full of joy.
          Life is a challenge for the Enjoyer, she looks for
          opportunities to escape from the realities of her
          day to day. She uses daydreaming, tabloid
          magazines and low cost indulgences like perfume
          and pedicures to help distract her from her
          reality. Although she may believe that her
          condition will improve over time, she does not
          feel that her individual actions are necessarily
          connected to She feels that she is incapable of
16    9   making her life.
          Relationships are important for the Enjoyer.
          Caring for the people she loves is a way for her to
          show how much they mean to her. She makes
          her children’s lunches and puts little notes in
          them. She treats her friends to dinner and adds
          personal touches to let them know how much
16    6   they mean to her.
          Outperformers invest significant energy
          researching various sources and identifying the
          right choices for her. When she finds a product or
          brand that she trusts she is extraordinarily loyal.
          However, if you compromise her trust she might
17   15   walk away forever.
          Outperformers invest significant energy
          researching various sources and identifying the
          right choices for her. When she finds a product or
          brand that she trusts she is extraordinarily loyal.
          However, if you compromise her trust she might
17    7   walk away forever.
          Outsiders are unique in that they are both open
          to marketing influence, and are engaged in
          technology. Many of them live their lives on line
          and are tapped into multiple media platforms
          including social media, mobile media and a broad
17    2   range of entertainment outlets.
          The Outperformer is skeptical of products that
          make overwhelming claims. She knows how hard
          she has to work to achieve her desired laundry
          results and does not believe that short cuts are
          effective. Any products that offer to shorten the
          process or combine steps are red flags for her.
18    1   She respects the process and the time it takes.
          She doesn’t believe that marketing behind the
          products is what gets the job done. She is
          extremely skeptical of RTBs and perceives
          aggressive packaging design as adding cost
18    4   without adding value.
          The Protector is committed to products that are
          authentic and trustworthy, these products are
          not always come from traditional brand. She is
          just as likely to find the right product at the
18   15   farmer’s market as Wal-Mart.
          The Protector is committed to products that are
          authentic and trustworthy, these products are
          not always come from traditional brand. She is
          just as likely to find the right product at the
18    7   farmer’s market as Wal-Mart.
          To the traditionalist, all brands are the same. She
          is turned off to new product messaging, and
          typically makes her choices based on what is
18    8   most familiar or what is on display.
          The Protector is by nature an informed
          consumer. She will invest extensive time
          researching products and she expects to find
          products that are in line with her ideals. She
          seeks seals of approval such as USDA organic as
19   15   well as Appropriate RTBs.
          The Protector is by nature an informed
          consumer. She will invest extensive time
          researching products and she expects to find
          products that are in line with her ideals. She
          seeks seals of approval such as USDA organic as
19    7   well as Appropriate RTBs.
         The Outperformer is committed to high level
         results in all aspects of her life including laundry.
         She believes that knowledge and high quality
         results can only be achieved through personal
         investment and a genuine commitment to
         success. She self-identifies as an expert and
         trusts her personal ability to identify affective
         products and laundry processes.
19   1
       The Enjoyer is the expert in her home. She
       balances all of the competing interest and
       schedules in her family’s life. She is the one that
       makes sure it all gets done. This translates to her
       laundry process. She is very confident in her
       ability to manage the laundry. Although she can
       always use some help getting the job done better
       or faster, she is confident in herself and in her
19   6 processes.

       When it comes to laundry the Optimizer believes
       that her effort is more important that using
       expensive products. She is a smart shopper and
       believes that unnecessarily overpaying for
       product isn’t smart. She recognizes that some
       products are better than others but does not
       believe that any product on it’s own achieves
       desirable laundry results. Ultimately she believes
       that with attention and commitment, she could
20   4 use any product and get the job done very well.
       The Traditionalist believes that it is her
       experience and personal investment that
       produces laundry results. She sees no meaningful
       difference between products, and in general is
20   8 skeptical of benefit claims.
        The notion of being an expert is unique for the
        Enthusiast. She doesn’t necessarily think of
        herself as an expert in regards to her process but
        she does know herself and her family better than
        anyone else. She trusts her own style, mood and
        opinion; she does not look to others for advice
        regarding aesthetics. If she likes a scent or a
        combination of scents she will try it. She doesn’t
21    5 need an external source to verify her opinions.

        The Outperformer is a personal perfectionist. She
        has extremely high expectations in all aspects of
        her life, and she works hard to achieve high level
        results. Ultimately she wants to build a better life
        for her and her family and she believes that
        committing to excellence in all areas will help her
        accomplish this. Although there are internal
        benefits to this accomplishment, she is primarily
        externally motivated; she wants the people in
        her life to know and acknowledge that she is
22   12 achieving at a high level.

        The DLT Outperformer is a personal perfectionist.
        She has extremely high expectations in all
        aspects of her life, and she works hard to achieve
        high level results. Ultimately she wants to build a
        better life for her and her family and she believes
        that committing to excellence in all areas will
        help her accomplish this. The DLT Outperformer
        is primarily internally motivated; she is most
22    1 concerned with meeting her own expectations.
        The Protector “wants it all”. She is balancing a
        broad spectrum of wants and needs including
        immediate safety and health concerns,
        environmental impact, and social equity. She will
        only accept products that authentically address
        these issues. If she is not convinced that a
        product meets her criteria she will simply move
23   15 on.
        The Protector “wants it all”. She is balancing a
        broad spectrum of wants and needs including
        immediate safety and health concerns,
        environmental impact, and social equity. She will
        only accept products that authentically address
        these issues. If she is not convinced that a
        product meets her criteria she will simply move
23    7 on.

        The Outperformer has extremely high
        expectations for herself across all aspects of her
        life. She is committed to personal excellence and
        requires that the products she uses meet or
        exceed her personal expectations. Good enough
        is simply not enough for her, Products must
23    1 deliver on metrics that she determines for herself.

        The Outperformer has extremely high
        expectations for herself across all aspects of her
        life. She is committed to personal excellence and
        requires that the products she uses meet or
        exceed her personal expectations. Good enough
        is simply not enough for her, Products must
23   12 deliver on metrics that she determines for herself.
        The Enthusiast is looking to optimize every
        experience in her life. She is insatiable, for her,
        more is better. She wants more scent, more
        softness, more dynamic packaging and more than
        anything she wants variety. She wants to spend
        money, she wants to be engaged, and she wants
23    5 to indulge in the experiential world
        Authenticity may be an abstract concept but is
        critical for Protectors. It is sometimes difficult for
        her to verify the origin of a product’s ingredients,
        but in the absence of fact she must feel confident
        that the product story -and the product itself- is
        “authentic”. This concept extend beyond the
        product to her laundry process, for example cold
        water washing is an authentic way to clean
        clothes gently with reduced cost and
23   15 environmental impact.
        Authenticity may be an abstract concept but is
        critical for Protectors. It is sometimes difficult for
        her to verify the origin of a product’s ingredients,
        but in the absence of fact she must feel confident
        that the product story -and the product itself- is
        “authentic”. This concept extend beyond the
        product to her laundry process, for example cold
        water washing is an authentic way to clean
        clothes gently with reduced cost and
23    7 environmental impact.
        The Outperformer is committed to her family’s
        long-term happiness and continued success; she
        puts her family and their growth above all else in
        her life. She sees the energy she puts into caring
        for her family as an investment in their collective
24    1 and individual futures.
        The Enthusiast is focused on her family’s
        happiness. She knows that the work she puts in
        makes their lives better every day, and she gladly
        makes the investment. Although she values her
        own happiness and fulfillment, she considers her
        family’s happiness her most important – and
24    5 most fulfilling job.

        The appearance behavior and accomplishments
        of the Outperformer’s children are a reflection of
        her success. She identifies heavily as a mother
        and a household manager. Her children are the
        strongest external reflection of her efforts. If her
        children are successful she feels more successful,
25   12 if they look good she looks better.

        The appearance behavior and accomplishments
        of the outperformers children are a reflection of
        her success. She identifies heavily as a mother
        and a household-manager. Her children are the
        strongest external reflection of her efforts. If her
        children are successful she feels more successful,
25    3 if they look good she looks better.
          The appearance and accomplishments of the
          Enthusiast’s children are a reflection of her
          success. She identifies heavily as a mother and a
          household -manager. Her children are the
          strongest external reflection of her efforts. If her
          children are successful she feels more successful,
          she aspires for her children to be doctors and
25   10   lawyers versus “what ever they want to be…”.
          The Optimizer uses her family, specifically her
          children, as a barometer for how well she is
          doing. She isn’t concerned as much about how
          others see her children but she is very sensitive
          to how happy her family appears to be. It is
          important to her that they are able to spend
26    4   positive time together.
          The protector is committed to her convictions in
          a way that transcends laundry. She believes that
          certain issues really matter and that personal
          decisions and behavior can make the world a
          better place. She believes so strongly in these
          beliefs that she is often evangelical about these
          issues seeking to spread the word to her friends
          and pass her values and behaviors down to her
26   15   children.
          The protector is committed to her convictions in
          a way that transcends laundry. She believes that
          certain issues really matter and that personal
          decisions and behavior can make the world a
          better place. She believes so strongly in these
          beliefs that she is often evangelical about these
          issues seeking to spread the word to her friends
          and pass her values and behaviors down to her
26    7   children.
          The Enthusiast considers herself the pilot of the
          family’s ship. She makes sure everything gets
          done but she also believes that no one can be
27   10   happy unless she is happy.
          The Outsider is largely defined by the fact that
          they are only doing their own laundry. This may
          because they are on their own for the first time,
          or they may have become single again later in
          life. This person may be a single 20-something, a
27    2   widower, or a divorcee.
          The Outperformer is her family’s support system.
          She knows what needs to be done and she makes
          sure that it gets done… excellently. This isn’t a
          burden for her; although she would prefer that
          things were easier, it matters that things are
          done right and she is glad to do it. She makes
          sure that things stay under control and in
27   12   exchange she expects recognition.
          The Optimizer knows what is right for her family
          and is ultimately responsible for everything that
          gets done in her home. Her husband is her
          partner but the buck stops with her. She knows
          that things could very easily spin out of control so
          her responsibilities are continually top of my
27    4   mind.
          The Traditionalist is typically an empty nester.
          She spent most of her life focused on the needs
          of her family. Now she is rediscovering her own
          personal passions and interest. She no longer
          feels obligated to base her decisions on the
          needs of others; she is becoming comfortable
          with the idea of basing decisions on what SHE
27    8   wants.
          Outperformers are committed to achieving a high
          level of excellence in everything she does -
          including laundry. She will commit as much time
          as needed to get the job right. Hard work is not a
          deterrent for her; she is more compelled to do
          the job right than she is annoyed by the time it
28    1   takes to do the job.
        Enthusiasts are committed to achieving a high
        level of excellence in everything she does -
        including laundry. Although she does not like
        doing the laundry, she dislikes sub-par laundry
        results even more. She looks for products that
        will help her achieve high level results with less
        effort but will only trust products that convince
28   10 her that her expectations will be met.
        The outperformer puts a great deal of value on
        learning and knowledge. She will try new
        products and engage in new experiences for the
        purpose of growing and learning. She has
        multiple hobbies and enjoys that she is noticed
        for excelling in them. Whether it is fashion or
        new products, she is up to date on trends;
        shopping is a great way for her to stay on top of
28   12 it all.
        The enthusiast is not focused solely on the
        finished product. She is interested in enjoyable
        processes as well as enjoyable results. She sees
        her life, and the aspects of it as a whole
        experience. For her the journey and the
28    5 destination are equally important.

        The Organizer has a very balanced perspective on
        household chores and personal happiness. She
        knows that the energy she invests caring for her
        family results in a happier life for them. Although
        she doesn’t avoid household work, she does look
        for ways to simplify. She is drawn to products
29   11 that help her finish chores better and faster.

        Although the Organizer is defined by her ability
        to keep her responsibilities in balance, she is still
        very stressed out by household chores. Although
        she feels in control of her process she wishes that
        she didn’t need to do it. The Organizer enjoys
        finishing jobs not doing them. She is drawn to
29    3 products that help her check things off of her list.
         The Enjoyer does not enjoy doing chores nor
         does she feel a sense of accomplishment having
         completed them. She does not think of
         household work as an investment, she perceives
         it as a waste of time. Her ideal scenario would
         not be to minimize or manage her household
         responsibilities; it would be to have no work to
29   9   do at all.
         The ideal laundry scenario for the Outsider would
         be to never have to deal with it. They are seeking
         a purely effortless experience. They are drawn to
         grab and go solutions, all-inclusive propositions,
         and messaging that helps them make easy
29   2   choices.
         The traditionalist is largely disengaged from the
         laundry process. She invests a small amount of
         energy in her laundry process, however her
         results are acceptable. At her life-stage, she is
         more interested in carving out time for her
         personal hobbies than investing more energy in
         laundry- she simply doesn’t value the benefits
29   8   she might see.
         It is important for the Optimizer to keep things
         simple. She transfers this logic to her laundry. For
         her it is important to find a product that will help
         keep laundry time to a minimum and out of
30   4   pocket costs low.
         The Traditionalist is past the time in her life that
         requires extended energy to maintain her
         household. As an empty nester with adult
         children, she is focused on her own personal
         fulfillment. At this point she is interested in
         simplifying her life rather than adding stress or
         complexity. She tries to keep things simple so she
         can take advantage of the free time she has
30   8   waited so long to enjoy.
          Completing tasks is a motivator for her, however
          she has an interesting habit of adding new things
          to the list that make it impossible for her to
          actually finish. If she finishes the list, she will add
          more to her plate. This list keeping habit allows
31    3   her to externalize the craziness in her life.
          The Enthusiast finds it difficult to balance all of
          her relationships and commitments. She works
          hard to make sure that everything in her life is
          done at a high level, but this takes a lot of time
          and energy. Balancing work, her children, her
          husband and herself is –in itself- one of her many
32   10   challenges.
          In the mind of the protector her family’s safety,
          the environment, social equality and product
          efficacy are all connected. Although she
          prioritizes protection all of these elements are
          important to her. She feels that she is often
          asked to make trade-offs between her values;
32   15   this adds stress and dissatisfaction to her life.
          In the mind of the protector her family’s safety,
          the environment, social equality and product
          efficacy are all connected. Although she
          prioritizes protection all of these elements are
          important to her. She feels that she is often
          asked to make trade-offs between her values;
32    7   this adds stress and dissatisfaction to her life.
          The Organizer leads a well-balanced life. She
          works hard but makes sure that she and her
          family enjoy their lives. She prioritizes time for
          fun for her family and for herself. She balances
          time for her friends and enjoys her hobbies. She
          keeps her eye on the family budget but makes
          room for simple pleasures. Life isn’t a chore for
32   11   her, life is meant for living.
          The Traditionalist’s free time is spent developing
          new hobbies and re-engaging in activities she’s
          been too busy to enjoy. Her dream has always
          been to have free time and now she has it. She’s
          focused on balancing the chores she still has with
32    8   her newly found hobbies.
          The Organizer is very busy, and balancing all of
          her competing responsibilities is important. It is
          very important for her to maintain her
          household, but it is also important to maintain
          her own relationships and personal appearance.
          These goals are in conflict and often she
33    3   frequently feels overwhelmed.
          On general, the Enjoyer feels that her life is too
          much for her to handle. She struggles to keep
          even the basics under control, and senses that
          she is gradually falling farther and farther behind.
          Her husband is typically not involved in
          household duties and she feels that she is solely
33    9   responsible for her family’s well being.
          The FE Outperformer typically enjoys the laundry
          process and is committed to achieving high-level
          results. Because her expectations are so high she
          is sometimes overwhelmed and confused by the
          processes necessary to achieve these results for
33   12   all garments.
          The Optimizer’s casual appearance is an
          extension of her desire to maintain a simple life.
          She is focused on her family’s collective
          happiness versus her own happiness; although
          she may dress up for specific occasions, a
          polished personal aesthetic is inconsistent with
34    4   her values.
          The Outsider is interesting in that their desired
          appearance is contextual. If they are at work or
          around people whom they hope to impress, they
          work towards a polished appearance. However, if
          they are in a casual environment or around
          friends and family, their appearance might be
34    2   overtly casual.
          The FE Organizer is pulled in many directions
          throughout the day. Because she isn’t willing to
          commit the time, she has relatively low
          expectations for her laundry outcome. She will
          often choose a relaxed or casual look for herself
          and her family because this look takes less time
34   11   to achieve but is still socially acceptable.
          The Traditionalist may, or may not, have been
          more interested in her external appearance as
          young woman but she is beyond that now. For
          her, a causal appearance is perfectly in line with
34    8   her casual life.
          The Outperformers polished look is an extension
          of her desire to maintain a high level of
          excellence in all aspects of her life. She spends
          focused attention curating her closet and
          organizing outfits. Anything less would be
35    1   inconsistent with her personal values.
          The Outperformers polished look is an extension
          of her desire to maintain a high level of
          excellence in all aspects of her life. She spends
          focused attention curating her closet and
          organizing outfits. Anything less would be
35   10   inconsistent with her personal values.
          The Outsider is interesting in that their desired
          appearance is contextual. If they are at work or
          around people whom they hope to impress, they
          work towards a polished appearance. However, if
          they are in a casual environment or around
          friends and family, their appearance might be
35    2   overtly casual.

        The Outperformer is externally motivated and
        her clothes are a part of her external projection.
        Her polished appearance serves to both garner
35   12 compliments and cover up insecurities.
        To the outsider, image is everything. They gauge
        their own success and self-value by the reaction
        they get from others. They believe that if they
        project a successful image then others will
        believe they are successful; if they project a look
36    2 of confidence then they will be more confident.

        For the Outperformer there is a direct
        connection between internal confidence and
        external expressions of confidence; for her these
        are the same thing. She invests a lot of time
        looking good and she genuinely enjoys positive
        feedback, the compliments and attention give
36   12 her the confidence she needs to thrive.
        Although The Organizer spends a lot of energy
        maintaining her home and she identifies as
        someone who is overworked, this work isn’t
        entirely pragmatic. The Organizer gains a lot of
        personal satisfaction from completing tasks.
        Beyond resulting in a well kept home and a
        happy family, the work she puts in has a positive
        personal result. She maintains a list, she works
        through the over the course of the day, week
        month. She takes great pleasure in completing
37    3 prescribed tasks

        Accomplishments matter to the Enthusiast. She is
        very self-rewarding, feeling the positive feedback
        of a job well done is one of her primary drivers
        for doing laundry in the first place. Although
        there are internal benefits to this
        accomplishment, she is externally motivated; she
        wants the people in her life to know and
37   10 acknowledge that she is achieving at a high level.
        The DLT Outperformer is internally motivated.
        She takes great pleasure in knowing that she
        functions at a high level in all areas of her life.
        The motivation for this excellence is a legitimate
        personal commitment to excellence that only she
37    1 can truly measure and enjoy.
       The Enjoyer truly prizes the relationships with
       her friends and the time she is able to spend with
       them. Although her family is her priority, she
       does not feel that time spent with friends is time
       taken from her family. It is important for her to
       feel balance in her life and maintain a sense of
       personal identity. Maintaining relationships with
38   6 close friends helps achieve his balance.

       The Enthusiast aspires to have a family that looks
       fondly on the past. Lasting positive memories are
       top of mind for her. The energy she invests is
       valuable not just in “the now”…The future, the
       past and the present are all important to her. Her
       commitment to positive experiences is a
38   5 reflection of her value in memories.
       The enthusiast uses sensorial experiences to
       elevate her family’s daily life. For her, scent and
       feel are emotionally and physically
       transformational. Any normal day can be made
       extraordinary by engaging all of the senses.
       Because she is so in touch with the emotional
       aspect of her family’s life, she wants to improve
       their mood and sensorial engagement. Scent is a
39   5 fantastic way to achieve this goal.

       The Enjoyers sees a bright future for her family
       and friends. She wants to create the perfect
       environment for them to succeed individually
       and collectively. Although she personally enjoys
       caring for others, she sees her investment in
       caring for her loved ones as an investment in
40   9 their collective and individual futures.
        The Enjoyer is very aware of scent in her
        environment and she genuinely loves it in her
        laundry. For her, scent is a little treat that makes
        laundry worth doing… She wants a variety of
        scent, she want seasonable sent, she would love
        to have a different scent every day… She is very
        in the moment and may not connect scents with
        memories, but she values scent and may be open
42    9 to new products that thrill her.
        The Enjoyer is very aware of scent in her
        environment and she genuinely loves it in her
        laundry. For her, scent is a little treat that makes
        laundry worth doing… She is particularly
42    6 interested in a broad variety of scent at shelf.

        The Enthusiast is very aware of scent in her
        environment and she genuinely loves it in her
        laundry. For her, scent is a little treat that makes
        laundry worth doing. She desires variety for the
        sake of variety. Additionally the DLT Enthusiast
        appreciates variety at shelf. She is drawn to new
        products and is able to differentiate new
42    5 products from preexisting products.
        The Optimizer is focused on her family’s future
        success. They may not have a lot now but she is
        investing time and energy into a brighter future
43    4 for her loved ones.
        The Enthusiast has high aspirations for her family
        and she believes that the future will be better. A
        part of expecting her children to grow up to be
        successful and accomplished is the idea that she
        will –in the future- have more time for her self. If
        everyone follows the plan the future will be
43   10 bright for everyone.
        The Enthusiast has high aspirations for her family
        and she believes that the future will be better. A
        part of expecting her children to grow up to be
        successful and accomplished is the idea that she
        will –in the future- have more time for her self. If
        everyone follows the plan the future will be
43   12 bright for everyone.
        The Organizer has very high expectations and
        aspirations for her family collectively and
        individually. She holds herself to these
        expectations. She challenges her children to be
        involved in and successful in a broad variety of
        activities. She challenges herself to balance her
        career, her family, her household responsibilities,
43    3 and her personal relationships.
        The Optimizer really does work hard. She isn’t
        overwhelmed emotionally by the work she does,
        but household chores do weigh on her. She is
        happy to put in the effort because she believes
        that the hard work she puts in now will pay off in
        the future. She does look for little time savers
        and products that will help take some of the
44    4 work off her plate.

        For some consumers, decisions and processes are
        based on tradition. Some are comfortable with
        they processes they’ve developed while others
46   16 are see no value in exploring new methods.

        The Optimizer bases much of her behaviors and
        purchase decisions on tradition and habit. The
        Traditionalist has spent her life becoming
        comfortable with her process and achieving
        acceptable results. The brands she uses are tried
        and true and she sees no value in exploring new
46    8 ways to solve a problem she has already solved.
          Many of the Outsider’s laundry care behaviors
          are based on Traditional approached learned
          from close family members specifically their
          mother. Outsiders are not engaged in the
          laundry process nor do they take pleasure in
          learning new methods. If it was good enough for
46    2   Mom it’s good enough for them.
          This segment tends to be more tech-savvy than
          others. They are committed to their social lives
          and as such are familiar with email, Facebook and
          instant messaging. Researching products on the
47    2   computer would not be foreign to them.
          The Outperformer isn’t necessarily
          technologically “savvy”, but she is -at a minimum-
           competent. Like other areas of her life, she isn’t
          afraid to try new things and has high
          expectations of herself. She wouldn’t be
          comfortable knowing that something as
          pervasive and important as computers and the
47    1   Internet wasn’t’ available to her.
          The Outperformer isn’t necessarily
          technologically “savvy”, but she is -at a minimum-
           competent. Like other areas of her life, she isn’t
          afraid to try new things and has high
          expectations of herself. She wouldn’t be
          comfortable knowing that something as
          pervasive and important as computers and the
47   12   Internet wasn’t’ available to her.

        The Enjoyer typically identifies as “low income”.
        Although she genuinely wishes her life were
        better, she is aware of her current financial
        situation. She see’s the difference between her
        situation and others in her community and she
        believes that she is less successful than most of
        her peers. She is very self-conscious about others
        perceiving her in the way she perceives herself
48    9 and tries to look younger and generally fit in.
        Protectors are distinctly interested in social and
        environmental concerns; however protecting her
        family from unnecessary chemicals and potential
49   15 irritation is her primary motivation.

          Protectors are distinctly interested in social and
          environmental concerns; however protecting her
          family from unnecessary chemicals and potential
49    7   irritation is her primary motivation.
          The traditionalist may be dealing with new health
          concerns that she has not had to deal with in the
          past. Her health consciousness is related to
          avoided skin irritation that may be associated
49    8   with aging.
          The Traditionalist is very interested in living a
          healthy lifestyle. She is nearing the final stages of
          her life and she knows that attention to nutrition
          and engaging in preventative behaviors are
          important. Not only will this commitment extend
          her life, these choices will also make her
50    8   remaining years more enjoyable.
          The Protector is interested in living a healthy
          lifestyle across all aspects of her life and her
          family’s life. She understands the holistic
          relationship between all of her health pursuits
          and works hard to maintain the individual health
50   15   of each of her family members.
          The Protector is interested in living a healthy
          lifestyle for her family life. She understands the
          holistic relationship between all of her health
          pursuits and pays particular attention to the
50    7   chemicals in her home.
          The protector is committed to her convictions in
          a way that transcends laundry. She believes that
          certain issues are legitimately important, and
          that personal and collective behaviors can make
          the world a better place. She is often evangelical
          about issues related to personal health,
          environmental improvement and social harmony;
          she has an internal drive to spread the word to
          her friends, and pass her values and behaviors
51   15   down to her children.
          The protector is committed to her convictions in
          a way that transcends laundry. She believes that
          certain issues are legitimately important, and
          that personal and collective behaviors can make
          the world a better place. She is often evangelical
          about issues related to personal health,
          environmental improvement and social harmony;
          she has an internal drive to spread the word to
          her friends, and pass her values and behaviors
51    7   down to her children.
          The Protector is committed to making a positive
          impact through her decisions and actions.
          Although she may not buy everything at the
          farmers market she believes that every little bit
          counts. In her mind, it is only through individual
          commitment that collective efforts can be
          achieved, so she works to do her part by being
52   15   mindful of her family’s impact.
          The Protector is committed to making a positive
          impact through her decisions and actions.
          Although she may not buy everything at the
          farmers market she believes that every little bit
          counts. In her mind, it is only through individual
          commitment that collective efforts can be
          achieved, so she works to do her part by being
52    7   mindful of her family’s impact.
        “Natural” is simply better in the eyes of the
        Protector. Natural scents are better than
        chemical scents, softness must feel light and free
        of additives, dyes are simply unnecessary. She
        feels that natural is more nurturing; non-abrasive
        clothes are safer for skin, and light natural scents
        are more pleasing. These consumers may range
        from actively seeking natural products to simply
        defaulting to natural options when they are
53   15 available.
        “Natural” is simply better in the eyes of the
        Protector. Natural scents are better than
        chemical scents, softness must feel light and free
        of additives, dyes are simply unnecessary. She
        feels that natural is more nurturing; non-abrasive
        clothes are safer for skin, and light natural scents
        are more pleasing. These consumers may range
        from actively seeking natural products to simply
        defaulting to natural options when they are
53    7 available
e may not actively avoid scent but is not receptive to scent propositions.

				
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