Moxie Moms
Consumer Tribe: Moxie Moms
Keywords: Family pictures; aesthetic selfies; family moments; makeup, healthy food; fashion; beauty.

Description of their identity

This tribe is a network of mothers between 20 and 45 years old who position their identity on two axes. Firstly, from the family aspect: they upload photographs of their family, selfies with their children, and moments spent with their partner.

Secondly, the aesthetic aspect: they portray themselves by highlighting their face and figure and focusing the camera on their attributes or details of beauty production. The tribe seeks to reconcile these two aspects. So family photographs are permeated with the aesthetic part: they show the infants and pose with them.

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