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Attitudinally, this segment is quite similar to Fashionistas when it comes to caring about their appearance and early adoption. However, while Fashionistas like to look good and have fun, Play Hard’s focus is on having fun with looking good a secondary concern.
This segment also has the lowest make-up of couples amongst our four targets, and slightly lower than average GB adult profile.
Play Hard have an uplift in the North West and, to a lesser extent, Yorkshire.
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