Luxy divides their target audience up into two separate groups- the first being the primary core demographic, and the second being new customers who are seeking a solution for thinning hair.

Our core customer enjoys experiencing new things, are optimistic about the future, value authenticity, and seek high-quality, ethical products that fit seamlessly into their lifestyle. They listen to ambassadors, peers, and influencers, and are willing to pay more for sustainable brands and elevated design if within budget. Consisting of millennials of all cohorts (25-45), this group is engaged with pop culture, entertainment news, career, and wellness content.

Our solutions customer values personalized experiences and appreciate brands that understand and reflect them positively. They seek quality products, elevated design, and want their appearance to reflect their vibrant personality and lifestyle. Primarily looking for compassionate and sustainable solutions for thinning hair, they prioritize products that fit seamlessly into their lifestyle. Often facing insecurities about hair loss, they appreciate sensitive and understanding approaches. This customer is influenced by hair professionals, peers, and influencers who embody their values. Consisting of millennials over 35 and Gen-X, this group resonates with nostalgia and lifestyle content.

Luxy celebrates the beauty of every life stage by creating hair for days ― an assortment of easy-to-use, premium clip-in hair extensions for big days, little days, and everything in between. Luxy has been redefining hair extensions since 2010, and is now the #1-rated ready-to-wear hair extensions brand worldwide. Luxy is committed to building a more beautiful world through ethical sourcing and sustainable practices, offering an award-winning color range and multiple application methods for instant length, fullness, and customizable coverage. These assets showcase the brands dedication to inclusivity and consciously-crafted innovation, conveyed through their visual identity and emphasis on design.

Curate a warm, authentic, and witty tone through design, ensuring all brand assets reflect the value of effortless beauty. Develop the elegant, timeless, inspirational, and playful visual identity of the brand by emphasizing the encouraging and genuine messaging, and highlighting the quality and ethics of the brand. Serve as inspiration by showcasing the ease, versatility and adaptability of the products to integrate into any lifestyle and provide confidence. By curating an aspirational yet attainable sentiment through simple, elevated, editorial design that reflects the brands mission.