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Only on SkinInc.com: The Client Type That Will Activate Your Marketing Efforts

Posted: February 15, 2012

They’re in the know, on the go and take an active approach to everything in life. And for marketers, they’re notoriously hard to reach … but you want to reach them. They’re Active Healthy Lifestyles (AHLs), a group that runs close to 77 million strong. So what makes this demographic so special? That’s the topic of a new report by Williams-Helde Marketing Communications.

“Imagine a group of consumers who are active in every aspect of their lives, and are highly influential in the lives of others,” says Marc Williams, the president of Williams-Helde Marketing Communications. “They are educated, high-income and health-focused, and are willing to pay more for things that are important to them, or that they deem as quality.”

The AHL mindset goes beyond just eating healthy or working out. Following are some important facts about AHLs.

So how do you communicate with AHLs? Here are some guidelines.

AHL stat sheet: The spa industry

Activity participated in (last six months) AHL % more likely than non-AHLs

Facial

4.06% 118.28%

Massage

10.34% 172.82%

Body treatments

1.03% 71.67%

Manicure

14.11% 39.43%

Pedicure

17.07% 57.47%

Waxing

9.78% 42.36%

Other hair removal

2.14% 58.52%

Makeup application/makeover

1.57% 49.52%

Other services

1.05% 8.25%

Visited a day spa

7.37% 150.68%

Purchased products at a salon or day spa

9.97% 103.47%

Want to know more about this on-the-go personality? With 35 pages of in-depth information, including specific audience demographic profiles, buying attitudes, styles and motivations, this report gives an inside look at a powerful consumer base that can take your brand to the next level. Visit www.williams-helde.com/ahl to download the full report.