Site Analysis and Target Audience Analysis
Around the showrooms and clothing stores, there’s one jewelry boutique and one cosmetology studio. The variety is lacking. It would be good to have a shop selling skincare and cosmetic products. There are no direct competitors. We do not count the clinic as a direct competitor.
Address: Rodchelskaya St, 15, Bldg 17–18
High-Income Audience (Premium and Elite Segments)Territory Features: Proximity to the «Moscow City» business center, the Russian Government House (White House), and the Trekhgornaya Manufactory area
Business elite and top management
This is the largest resident group for whom logistics and status are critically important.
Potential Target Audiences in Examples:
Corporate executives, major business owners, and investment bankers. Age: 30–50 years. Motivation: To live within a 5–10 minute commute of their office in «Moscow City.»
Government officials and public sector representatives The proximity to key administrative buildings in the capital attracts those in power. • Who they are: High-ranking civil servants and staff of the Government of the Russian Federation. • Age: 40–60 years. • Motivation: Security, privacy
Entrepreneurs in creative industries Presnya is historically one of Moscow’s most vibrant, gastronomic, and cultural districts. • Who they are: Successful restaurateurs, top marketers, IT entrepreneurs, and prominent lawyers. • Age: 25–45 years. • Motivation: To be at the epicenter of Moscow’s nightlife, restaurant scene, and cultural life.
Brand Analysis
GLOW ME — a Russian brand of decorative and skincare cosmetics founded by Olga Apetyan. The brand itself frames its origin in a very personal way:
The genesis of the GLOW ME brand lies in creating the perfect products that were missing from the beauty market. We are not chasing a high number of products in our line; instead, we place significant emphasis on safe and effective ingredients, constantly refining our formulas, and doing everything to ensure our products perform exceptionally.
The brand is highly personalized. Olga Apetyan is not just the founder; she is effectively the voice, the media face, and one of the brand’s primary marketing tools: Founder $\rightarrow$ Developer $\rightarrow$ Tester $\rightarrow$ User $\rightarrow$ Journalist $\rightarrow$ Blogger $\rightarrow$ Person who communicates with clients.
Features of Audience Engagement:— Personification. The brand speaks through a specific person.
— Transparency. Not only successes, but also challenges are shown.
— Authenticity. The founder personally uses the product and talks about it.
Brand Products
«Cosmetics that simplify life, not complicate your makeup bag»
Cosmetics:
creamy blush
lip oil
lip pencils
eyeliner
contouring tools
tone fluid
glitters
illuminating products.Skincare:
peptide lip balms
creams
enzyme powder
SPF
other care productsBody:
self-tanning
fragranced cream-buttersPlanned:
soothing beverages as an alternative to energy drinks
Price Segment:
GLOW ME is not in the luxury segment:
Cream blushes—around 1,300–1,500 ₽ depending on the venue/discount; Peptide balms—around 1,300 ₽; Lip oil—around 1,400 ₽; Glitter—approximately 1,500–2,000 ₽ depending on the product and venue.
It’s not mass-market → it’s not luxury → it’s accessible, contemporary cosmetics with the feeling of a higher-end product.
Client Technical Specification
The store should not look like a cheap cosmetics shop or an overly expensive luxury boutique.
An intermediate level is needed: «I can afford this, but I feel like I’m buying something special.»
GLOW ME is a brand in constant dialogue with its audience. The product travels from idea and testing all the way to the real customer, and that customer can influence what the product becomes.
In brand communication, we regularly encounter:
customer comments; reviews; testing results; focus groups; audience suggestions; shade discussions; reactions to criticism.
There are specific examples where customer preferences informed the creation of new shades and products.
GLOW ME — LAB OF REAL BEAUTY
A space where cosmetics aren’t just sold—they are experienced, discussed, and created alongside the buyers.
— it’s not just a store, but a potential «testing ground.» The brand is actively developing its offline presence precisely because people want to: look, touch, test, and buy right now. In other words, the physical space provides what a marketplace cannot: tactility + testing + consultation + emotion.
Benefit of an in-person location:
Beauty Lab + Backstage + Founder’s Private Studio + Customer Club.This will be a space where the visitor feels as though they are stepping inside the GLOW ME creation process.
Interior References