# _persona-roster.md — FROZEN Persona Roster (Wave 0)

**Study:** emijay · VOC-EmiJay-01 · frozen 2026-07-16
5 personas, each with anchor record ids **verified present in corpus.jsonl**. Every
downstream lens (personas, triggers, angles, persona-sentiment) references THIS roster
only. Do not invent new personas mid-lens.

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## P-A · "Thick-Hair Hunter" (the core buyer)
The single largest, most-motivated segment. Long/thick/curly hair, actively hunting an
accessory that *actually holds* and won't cause breakage. Buys on function first.
- **Snapshot:** Women 20–40, thick/curly/long hair, claw-clip-as-daily-driver, avoids
  elastics due to breakage/scalp pain.
- **Core driver:** frustration relief + trust (has been burned by clips that slip).
- **Anchors:** `[reddit·t3_1jruqji]` ("clips that hold and don't slide out… sore scalp"),
  `[reddit·t3_qyoag5]` ("claw clip that can hold a lot of long, thick hair?"),
  `[reddit·t3_1ssmw8g]`, `[reddit·t3_1moop2d]`, `[reddit·t3_1nimybo]`.

## P-B · "Aesthetic Collector"
Buys accessories as fashion/self-expression — owns many, matches to outfits/mood,
follows drops and collabs. Emi Jay's brand voice (collections, collabs) speaks here.
- **Snapshot:** Gen-Z / young millennial, trend-aware, treats clips like jewelry.
- **Core driver:** identity signaling + collect-the-set delight.
- **Anchors:** `[instagram·Da1xtHRFDRt]` ("lychee baby days… #emijay #iconic"),
  `[youtube·Dz9EkfBvmBI]` ("Kitsch the cutest hair accessories"), `[reddit·t3_1kf5mpj]`.

## P-C · "Gentle/No-Damage Seeker"
Prioritizes hair health — silk/satin, creaseless, no-snag. The Slip/Invisibobble halo
lives here; Emi Jay's soft-touch clips can compete.
- **Snapshot:** Skincare-minded, "gentle on hair" is non-negotiable, willing to pay more.
- **Core driver:** loss aversion (protecting hair investment).
- **Anchors:** `[youtube·Pfvi2TZ6ioQ]` ("benefits of switching to Slip silk"),
  `[youtube·6XjkAJFg7W8]` ("best hair ties, worth the hype"), `[youtube·y8rPyOHvr00]`.

## P-D · "Gift Buyer"
Buys accessories as small, giftable luxuries — holiday, stocking-stuffers, "treat" gifts.
Emi Jay's packaging + price band ($$ but attainable) fits the gift slot.
- **Snapshot:** Shopping for mom/sister/friend/self-treat, seasonal spikes.
- **Core driver:** thoughtful-but-affordable delight; packaging matters.
- **Anchors:** `[reddit·t3_1gq7pvi]` ("Slip mini scrunchies… gift set"),
  `[reddit·t3_1pb6wdi]` ("Christmas hair accessories… do tell"), `[youtube·vUQHHyGtGRI]`.

## P-E · "Sephora Crossover Beauty Shopper"
Discovers hair accessories in the beauty aisle, not the fashion aisle. Emi Jay's
Sephora launch is a live, high-interest event in the corpus — a discovery unlock.
- **Snapshot:** Sephora/Ulta regular, beauty-first, curious about Emi Jay's retail arrival
  and haircare-line expansion.
- **Core driver:** trust-by-retail-halo + curiosity.
- **Anchors:** `[reddit·t3_1igugjw]` ("Emi Jay coming to Sephora… expanding haircare?"),
  `[reddit·t3_1k37zy8]` ("Sephora Canada? 😭"), `[youtube·t6I_i_OymW4]` ("Sephora, MAC & Emi-Jay haul").

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**Denominator note:** P-A and P-C are the highest-volume in the category corpus; P-E is
the highest-*momentum* for Emi Jay specifically (Sephora launch chatter). Persona-sentiment
and triggers are scored against these anchors + their keyword neighborhoods, never the raw
capture buckets.
