Primary Persona The primary persona, The Pet Lover, consists of college students of ages 18-22 who have a love for animals, and own either dogs, cats, birds, or other pets. This persona is the primary audience because candles are quite popular within their age group. This persona is aware of the popularity of scented candles within their age group, and wants to use candles, however their fear of their animals interfering with the open flame prevents them from doing so. Through extensive research Ashley found that “every year, in the United States alone, over 500,000 pets experience house fires, and 40,000 of those pets tragically lose their lives. Both cats and dogs have an innate interest in open flames, which can quickly result in a candle being knocked over and harming your pet or your property” (“Fire Safety: 3 Easy Ways You Can Help Protect Your Pets”). Having a product like Swick would provide this target group with relaxation and peace of mind that them and their precious pets are safe. 37
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