Tricky customer

I was sitting on the tube this afternoon next to an old lady – brown patches on face and hands, fingers twisted with arthritis. What caught my attention was that she had painted fingernails. And then took out a bottle of mineral water to drink. At which point I noticed the white stick. I have in the last couple of years worked on both nail varnish (briefly) and mineral water. But I don’t recall the old or the partially sighted mentioned in the target group. Just a reminder of our narrowness as marketing people and who we exclude. What motivates someone who is blind or partially sighted to paint her nails? How many people like her are there? How much nail varnish and water do they get through?  How do they hear about it or choose it?  Does marketing material have any bearing on what she does? Questions for a busy afternoon..

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