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They maintain professional careers, are active in the community and may/may not have a family. As everyday makeup users, they are more knowledgeable about the products. Not only do they know how the products can improve physical appearance, but are aware about potential health effects.
2. Where are we in the mind of the consumer?
Currently Maybelline makeup is perceived in the mind of the consumer as a cheap alternative makeup. It is characterized as inexpensive, tacky, lacking in durability, easily accessible, fun, and is targeted to a younger market (18-24).
3. Where is our competition in the mind of the consumer?
Maybelline's competitors exist on two levels: 1) direct competitors (cosmetics retailed in similar stores, CVS and Target), and 2) indirect competitors (cosmetics retailed in department stores)...
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