Target audience is 18- 30 year old, mainly late teens high school grad/university students, although paying focus to high class mature clients who wish to visit an exquisite beauty salon. Primarily audience gender is female, salon located in Glasgow Scotland UK. Should appeal to those with interests in fashion (styles such as all saints, zara, top shop, fat face), make up, beauty products, college, travel, minimalist, pureness, wellbeing and simplicity. Values should include caring for environment, art, beauty, music (house, acoustic, chill house, lounge, tropical house, post-rock). Should appeal to the ideal Starbucks fan girl, who indulges in trying different kinds of tea at that independent tea house down the street. Also, the design must be elegant enough to seem appealing to more mature clients in a full time career - so the key is to find a balance of freshness and old time elegance. Keeping it simple, with modern patterns and lines, think minimalist , but with a flourishing highlight.