Overview

This group represents single females with no kids, living in inner-urban areas of capital cities. They work full-time to support their lifestyle. They typically rent and spend most of their money on going out, fashion and travel. They follow celebrities on Instagram to keep up with the trends and regularly get their dose of reality TV. Their life is defined by the image of social media. Looking good is key to who they are, so they spend a high level of disposable income on health and beauty services.​