iThe Explorer
“I want to start something new, but I freeze before I begin.”
- Age
- 23 to 35
- Life
- Lives in a capital or large city, with a full-time job or freelance career
- Dreams
- Taking the first step toward something she has postponed: traveling solo, learning a sport, moving cities or changing careers
- Feels
- Fear of failure, ‘can I really do this?’, paralysis
- Engages with
- First-time carousels, practical tips and the Fui Mesmo Assim series
- Buys
- Experiences, courses, group trips and products that help her start from scratch
travelsportseducationaccessible beautylifestylefood
iiThe Adventurer
“I am already moving. Now I want to go further.”
- Age
- 26 to 38
- Life
- Lives in a medium or large city, travels often and has an active lifestyle
- Dreams
- Improving at a sport, discovering more challenging destinations, upgrading her gear and becoming a reference at what she does
- Feels
- Restless with routine, hungry for a challenge and ready for the next level
- Engages with
- Vlogs, technical kite and foil content, and learning series
- Buys
- Premium gear, adventure travel, sportswear, boutique stays and supplements
active sportsadventure travelgearsportswearoutdoor techsupplements
iiiThe Reset
“I am rethinking everything and do not know where to begin.”
- Age
- 27 to 40
- Life
- Leaving a relationship, moving cities, or rethinking career or motherhood
- Dreams
- Starting over, shifting direction, finding new meaning and reconnecting with herself
- Feels
- Urgent paralysis, ‘is it too late?’, and guilt for wanting something different
- Engages with
- Reflective voiceovers, Outro Lado do Medo and personal transformation content
- Buys
- Self-care, quality experiences, purpose-led brands, self-knowledge and conscious food
lifestylebeautyself-knowledgepurpose-led brandsfoodreflective travel
