Maëva Dos Santos
female · 25 ans · Single
Brun Pain, Tourcoing (Nord), France
Beauty retail sales advisor · full time fixed term contract
"If it looks expensive and everyone’s talking about it, I need it now not next month."
About
Maëva is a 25 year old beauty trained sales worker living in Tourcoing in a modest shared flat, switching between family routines and a nightlife driven social life. She scrolls and watches short videos for hours, buys fast fashion and beauty mostly online through promo codes, and plans weekends around shisha lounges, clubs, and photogenic brunch spots. She wants a visibly upgraded lifestyle but constantly negotiates limited cash, so she mixes low price hauls with a few strategic splurges that look premium on camera. She converts fast when an influencer she trusts shows proof, a time limit, and a clear before after result.
Power
Why is this persona strategic?
She is strategic because she sits at the intersection of low income constraints and high status desire, which makes her highly responsive to conversion mechanics like creator codes, bundles, and limited time drops. She is reachable at scale on mobile first platforms and her shopping is impulsive, frequent, and promo driven, making her a strong candidate for rapid performance marketing tests in beauty, fast fashion, nightlife, and social commerce.
What defines her socio-economic situation?
71%
have bought after an influencer campaign, so promo codes and creator proof can directly trigger her checkout behavior
Reech 2025, 18-24 ansFrontline retail and service roles with limited progression, often variable schedules and weekend shifts.
Low annual net income typical of entry level service work, leaving little margin after fixed costs, so she relies on promos and small but frequent purchases.
Completed a CAP Esthétique in a vocational track, practical training focused on employability rather than academic pathways.
Lives in modest suburb housing to keep costs down, often with roommates or family support and limited private space.
Shared rent or contribution at home plus utilities
Mix of supermarket basics and delivery after late shifts
Clubs, shisha lounge, brunch, birthdays
Fast fashion hauls and accessories paced by promos
Nails, lashes, brows, plus selective Sephora restocks
Metro and bus in Lille area, occasional VTC at night
Pharmacy basics and occasional appointments
Often sacrificed when there is an event or a haul
One or two entertainment subscriptions plus mobile plan
- Beauty treatments that show on camera
- Nightlife and social occasions
- Fast fashion hauls when codes drop
- Insurance upgrades
- Long term subscriptions
- Full price fashion
She prefers frictionless checkout on mobile, and uses pay later when a drop or night out clashes with end of month cash pressure.
What drives her decisions?
56%
prefer influencer promo code content, so discount plus social proof is her default trigger
Reech 2025, 18-24 ans- Trust is borrowed from creators, not from brand heritage
- She needs visible proof and comments that validate the purchase
- She will switch brands instantly if a better code appears
What cultural context shapes her expectations?
39%
of 18-24 year olds spend more than 5h per day on screens, and she is in that heavy usage segment
ARCEP 2025, 18-24 ansShe builds a high glam image with low budget tactics, using ultra fast fashion, creator codes, and repeatable beauty routines to stay current. She chases visibility and validation while hiding financial stress, and she treats shopping as content and content as shopping.
In a tight cost of living context, price and immediacy dominate many young adult choices, and social media turns consumption into a public performance. For Maëva, the line between entertainment and shopping is thin, so trends feel like invitations to participate.
In the Roubaix Tourcoing belt, looking put together signals effort and resilience, and weekends are a release valve. Trips into Lille for shopping and nights out are a routine, with malls and nightlife streets acting as shared social stages.
Showing results matters more than giving long arguments. A before after, a receipt, and friends reactions in comments are stronger than sustainability claims or brand history.
TikTok style hauls · Lash extensions and long nails · Shisha lounge nights in Lille · Reality TV aesthetics
Long written reviews · Overly minimalist looks · Brands that do not work with creators · Paying full price without a code
Buy now pay later for beauty and fashion · Short form UGC before after ads · Social shopping lives and creator storefronts · Ultra discount platforms like Temu
What are her key lifestyle behaviors?
2h35
per day are spent on social networks and messaging among 15-24 year olds, and her routine clusters around that intensity
Médiamétrie 2024, 15-24 ansBeauty is her fastest status lever, with repeat services that deliver visible upgrades in selfies.
Nails every 3-4 weeks, lashes monthly, skincare weekly restocks
Gel nails · Lash extensions · Brow shaping and tinting
Look expensive on camera · Confidence in nightlife · Before after satisfaction
Travel is aspirational and image driven, more about stories and posts than museums.
One or two short trips per year if budget allows
Dubai · Paris weekends · Spanish beach trips
Group trips with friends · Photo first itineraries
Low cost flights · Splitting Airbnb costs
Her culture diet is mostly reality formats and viral clips that fuel looks and conversation topics.
Evenings on replay and clips, weekend binge watching
Netflix reality shows · W9 reality programs
Second screen scrolling while watching · Sharing clips in group chats
Music is background to scrolling and getting ready, driven by trending sounds and party playlists.
French rap · Afrobeats · Mainstream pop
Aya Nakamura
Getting ready playlist · Pre drinks speaker
Her hobbies are beauty experimentation and social browsing, plus occasional bargain hunting trips to malls.
Makeup tests · Outfit planning · Window shopping
Snapchat friends circles · TikTok comment threads
Social Life
Weekends are for being seen, with a tight loop of brunch then shisha then club.
Brunch cafés
Fast casual
Shisha lounges
Cocktail bars
Clubs
Shisha lounges
Signature
She can turn a 30 euro haul and a fresh set of lashes into a full weekend identity reset that looks luxury in photos.
What media does she trust?
4h21
per day are spent on internet by 15-24 year olds, and her media routine is primarily mobile and entertainment led
Médiamétrie 2024, 15-24 ansWhere does she shop?
34.7%
of fashion spending is online for 18-34 year olds, so her buying journey is naturally digital first
FashionNetwork 2025, 18-34She mixes ultra low cost online fashion with occasional mall trips when she needs something same day.
Food spend is split between budget grocery runs and visible treats that look like a lifestyle upgrade.
She will pay for services that deliver visible transformation, even when she cuts corners elsewhere.
Retail is a social activity, malls are content backdrops as much as they are shopping destinations.
How do we reach her effectively?
56%
prefer influencer promo codes, making creator led paid social the highest leverage acquisition route
Reech 2025, 18-24 anseffectiveness
Snapchat is her daily entertainment feed, and short UGC fits her attention style.
Beauty expertise plus code equals immediate trust and checkout.
Algorithm led discovery plus social proof comments drives impulse buys.
Matches her weekend shopping circuit and reinforces online ads.
effectiveness
Used when she is already decided and wants the best price.
Direct and visual language, fast proof, clear benefit, and social validation. Show before after, show comments, give a simple code, and make the time limit real.
Long explanations, moralizing about sustainability, complex pricing, or overly polished brand ads that feel distant from real life.
How does she move through the buying journey?
65%
see creator content via algorithms without following them, so discovery must be built for For You and Spotlight feeds
Reech 2025, 18-24 ansAwareness
"That looks like my vibe, is it cheap and easy?"
- UGC hook
- Creator face on screen
- Text overlay with code
- TikTok
- Snapchat
- ✕ Too polished
- ✕ No visible result
Consideration
"Do people like me say it works?"
- Pinned comments
- Before after proof
- Delivery promise
- Instagram comments
- TikTok comments
- Creator story
- ✕ Bad reviews
- ✕ Hidden costs
Decision
"I need it for this weekend"
- Countdown
- Free shipping threshold
- Bundle discount
- Mobile checkout
- Apple Pay
- BNPL
- ✕ Delivery uncertainty
- ✕ Code not working
Loyalty
"Do they keep giving me deals?"
- Personalized codes
- Restock reminders
- Snapchat stories
- Retargeting ads
- SMS
- ✕ No new drops
- ✕ Weak rewards
Advocacy
"This made me look good, I will show it"
- Tag to be reposted
- Small reward for story share
- Snapchat story reposts
- Instagram stories
- ✕ Fear of being judged
- ✕ Low confidence
How do we convert her?
71%
have already bought after influencer campaigns, so performance marketing should be creator first with trackable codes
Reech 2025, 18-24 ansWin with low barrier offers that create fast visible improvement, and scale via Snapchat and TikTok UGC plus creator codes. Bundle products into one click kits for a night out or glow up, and use pay later and free delivery thresholds to reduce friction.
strategy
Street level glamorous, playful, and urgent, with proof and social validation built in.
- "Your glow up in 10 minutes, code inside, only until midnight"
- "Seen on Snapchat, tested on real skin, results in one swipe"
- "Night out kit, everything you need, pay later available"
- No code or unclear discount
- Long delivery times with no tracking
- Looks fake or over edited proof
Sources
- 1. Revenu salarial − France, portrait social (Insee Références, 2025)
- 2. Niveau de diplôme de la population − France, portrait social (Insee Références, 2024)
- 3. Les 15-24 ans : des pratiques médias intensives, individuelles et connectées (Médiamétrie, 2024)
- 4. L'Année Internet 2024 (Médiamétrie, 2025)
- 5. Baromètre du numérique 2025, présentation (Arcep, 2025)
- 6. Digital 2026: France (DataReportal, 2025 data)
- 7. Retailers lose online momentum as Shein, Temu and Vinted rise (FashionNetwork, 2025)
- 8. 10 chiffres clés sur la Gen Z et son rapport aux réseaux sociaux et influenceurs (Reech, 2025)
- 9. AUCHAN Leers | Centre commercial Aushopping (Aushopping)
- 10. Bar à chicha Lille, Royce Hookah Bar (Royce Bar)
- 11. LE 22 CLUB - Shisha Lille (Top10Bars)
- 12. Classement Snapchat France : Top 19 (Mediaboss, updated 2024)
- 13. Classements Podcasts (ACPM)
What social content does she engage with?
69%
prefer short videos, so her attention is won by fast hooks and visual proof
Reech 2025, 18-24 ansconsumption
Watches reality style stories, follows local nightlife vibes, uses it as her default social TV.
Daily, long sessions especially evenings and weekends
Influencer stories · Night out recaps · Discount code screenshots
Saves looks, clicks codes, checks comments for validation before buying.
Daily, mostly Reels and stories
Reels hauls · Before after beauty · Outfit inspiration
Discovers products through For You, trusts crash tests and transformation edits.
Daily, algorithm led browsing
Hauls · GRWM · Beauty crash tests
consumption
Watches longer entertainment and beauty creators when bored or getting ready.
A few times per week, mostly evening
Reality recaps · Beauty videos · Creator vlogs
BeReal (Occasional, bursts then drop)