The Silver Spender – Gen X Consumer Insight Project Brief To investigate an overlooked yet commercially influential demographic — Gen X beauty consumers — and uncover what genuinely shapes their purchasing behaviour. Using both primary and secondary research, the final findings were presented as an 8-minute insight-led vlog designed to communicate research in an engaging, editorial format. Insight Through consumer behaviour theory, industry research (WGSN, BoF, McKinsey) and a qualitative survey I designed and distributed, I identified that Gen X beauty buyers are motivated not by transformation promises, but by trust, authenticity and representation. Many respondents expressed feeling “not seen” in current beauty marketing—caught between the hyper-youthful focus of mainstream brands and reductive anti-ageing narratives that don’t reflect how they see themselves. This research was designed to help beauty brands understand how to shift from age-anxious, youth-centric messaging toward communication that feels honest, relevant and confidence-building for Gen X consumers. This strategic perspective informed how I framed and delivered the findings. View Research Findings (tap arrow) Demographic Overview Women aged 45-60 (Gen X beauty consumers) Mix of professionals, caregivers, and wellness-focused lifestyles Higher average spend per purchase (premium skincare) Main categories: makeup, skincare, complexion, treatments Behavioural Patterns Quality > quantity — fewer products, less purchases, bigger investment Preference for ingredient clarity and transparent claims Comfortable buying online, but only from trusted brands Highly loyal consumer group, the right targeting can garner brands years of sustained loyalty Emotional Drivers Feel underrepresented in beauty marketing or portrayed inaccurately Want respect, reassurance and honesty Prefer tone that acknowledges experience, not anxiety Value routines that support confidence and wellbeing, not youth reversal Comfortable ageing — reject narratives that frame ageing as a flaw Communication Preferences Realistic results > transformation fantasies Clean, simple, educational content (tutorials, ingredient breakdowns), does not fall for content gimmicks Authentic testimonials and real-skin visuals Messaging aligned with skin health, not “anti-ageing panic” Representation should feel natural, diverse, and non-tokenistic Cultural & Category Trends (Industry Research) Rise of age-fluid beauty and inclusive brand language Premium skincare market growth led by women 40+ Shift toward simplicity (fewer steps, higher efficacy) Avoid “over-marketing” “Pro-age” movement reframing beauty through wellbeing Key Insight Gen X beauty consumers don’t want to look younger — they want brands to respect their experience, support their needs, and communicate with clarity and honesty. Idea & Execution To make the insight feel human and narrative-driven rather than academic, I approached the vlog as a mini agency insight film, blending data with storytelling. I: Conducted multi-source secondary research using WGSN, Business of Fashion and McKinsey to ground behavioural patterns in wider cultural and industry trends. Designed and distributed a qualitative questionnaire that captured both behavioural habits and emotional attitudes toward beauty consumption. Synthesised all research into a focused script structured around consumer motivations, pain points, and communication opportunities for brands. Filmed and edited an 8-minute vlog using custom motion graphics, animated data visuals and clean typography to make the insights accessible, engaging and visually consistent with modern brand presentation styles. Outcome The final video demonstrates my ability to translate research into actionable insight, communicate complex findings clearly, and present them through a polished, creative format. It showcases my strengths in: Audience understanding Research design & synthesis Behaviour-driven insights Strategic framing Visual storytelling & editing This project has shaped my wider approach to campaign development, reinforcing that effective creative work begins with understanding what people truly need — not what we assume they want. 🎥 Insight Film: “The Silver Spender” (Gen X Beauty Behaviour) CBDACS Presentation | Rosa Neville Johnson

Farah: Female Audience Engagement Strategy Brief To collaborate directly with Farah, a heritage menswear brand seeking to expand its reach with their new Archive Collection. The challenge was to develop three social-first content strategies that would build awareness around their new collection and reposition Farah as more inclusive without losing its core identity. Insight Through audience analysis, competitor mapping, and conversations with the Farah team, I identified a key opportunity: while Farah has strong credibility in men’s heritage dressing, its visual language and storytelling skew heavily male, creating an unintended barrier for the growing segment of female shoppers who admire the brand’s aesthetic but don’t see themselves reflected in its content. Female consumers are not looking for a “women’s version” of Farah — they connect with the existing style codes (clean tailoring, subculture heritage, smart-casual ease), but need content that acknowledges them as part of the community. The strategic insight: To engage female audiences, Farah must shift from presenting menswear to celebrating a lifestyle that women already participate in — styling it, borrowing it, reinterpreting it. Idea & Execution I developed a full campaign proposal built around three distinct content strategies, each addressing a different behavioural insight and platform need: TikTok Campaign Celebrating how a wide range of British content creators style Farah menswear through a modern lens. Reel-length styling videos Using micro and macro-influencers Graphic overlays highlighting key fit details Mission 44 Collaboration A collaboration with charity, Mission 44, founded by Sir Lewis Hamilton, highlighting women in STEM, motorsports and arts from underprivileged backgrounds • Conversational portrait content • Emphasising Farah’s brand value while also targeting the female consumer through the F1 connection ‘We Were There’ - Brand Film Short editorial brand film, highlighting Farah’s rich brand history • Pulling from predicted marketing trends of “storytelling” • Collages + mixed-media cut-outs • Influencer outreach (mid-tier creators with authentic menswear/fashion credibility) • Weekly content calendar tailored to platform algorithms To bring these strategies to life, I produced: Visual assets and mood direction Example creator partnerships Video mockups and graphic edits A full digital content proposal aligning with Farah’s brand identity Collaboration with the Brand I was selected by Farah to formally present the campaign in a live session with brand representatives. I was responsible for leading the content strategy narrative and presenting the execution ideas. Outcome The Farah team responded positively to: the strength of insight around female consumers the clarity and realism of the three content approaches the visual consistency with the brand’s existing identity the focus on community-building, not just selling This project strengthened my ability to: develop audience-centric creative strategies translate brand identity into social-first concepts pitch and present to real industry teams produce visuals, mockups and motion edits aligned with brand aesthetics It also reinforced an important belief in my work: When brands expand who they speak to, they expand who they are — and content is the bridge. 🎥 Farah Campaign Concept Video (Presented to Farah’s Brand Team) Farah Content Presentation - Rosa Neville Johnson