Moxy Divas
Consumer Tribe: Moxy Divas
Keywords: Beauty; self-love; flirting; failed relationships; dates; makeup.

Description of their identity

This group of women is characterized by their fixation on the aesthetic presentation of their body and face to others. They are young and adult women (from 20 to 40 years old) who trace their identity mostly from their bodily attributes: over-makeup selfies, angles that expose their body, and phrases that highlight their will (with selfies included), among others.

Femininity, therefore, is configured from the search for aesthetics from exercise and over-production: in their social media appear their over-made-up faces, angles of their body modulated by activity, and moments in the gym from the pose logic. In short, it is all about constructing a tailored, cared and aesthetically slim figure.

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