Good question. Are looks not a function? With shoes for example, instead of marketing the shoes to 22 yr old college students, you could market to people who frequent the gym and do squats multiple times a week.
Or if it’s purely for aesthetics, the aesthetic function could be to look good at work social events. Sure, that normally means working professionals, but it could also include other categories of demographics, you just have to understand the problem enough to know where to look.