Rejubilation strives to target our products to a health drive, affluent and retired woman of the age of 65, who cares about preserving her skin and is interested in improving it naturally. This baby boomer lives in Seattle, Washington and is happily married with one dog and grandchildren living in a town close by in Seattle. Our customer is newly retired and makes an annual income of $50,000 and spends an annual amount of  $48,000, which is similar to the average retiree (Yochim, 2018). Based on the VALS analysis, we believe our customer is a survivor and a thinker. Our customer, as a survivor, is loyal to our brand and takes comfort in her daily routine, which easily incorporates rejubilation's products (Strategic Business Insights, 2019). On the other hand, she is a thinker in the way that she is insistent on looking for products that provide value and functionality to ensure her hard earned retirement money is not going to a waste (Lynch, 2019). She is health, financially, and environmentally conscious in all that she purchases, which is why she fits rejubilation's target profile perfectly.