Brooke Orenstein

Target Profile

Maybelline’s mascara target audience is made up of white (106) women (193), ages
50-54 (118). This woman is divorced (123) as well as a mother to teenagers, ages 12-17 (134).
Their household income can be seen as primarily being less than $20,000 (117). Most of these
women are working in office and administrative jobs (177) and have attended college but did not
receive a degree (115). This woman lives in a mobile home (139) where the residence is valued
between $300,000 - $499,999 (113).

Most of the target segment resides in the South (106). This target segment is mobile
(103) and lives in both suburban (102) second city areas (102). The segment is considered a core
group and would not be reliant on seasonal demand.

Women who make up this target segment of Maybelline mascara are interested in family,
current events, and entertainment. The household that is usual for this market is in the lifecycle
stage Full Nest II. Keeping in trend with their teenagers and beauty trends, these women are
head first in their Seventeen magazines (225), Marie Claire magazines (249), and Real Simple
magazines (250). For other forms of entertainment, these women are big into reality television
like Bravo (165), E! (158), and TLC (173).

Though this segment is split by income level, we know that these are women who like to
be up to date with the latest trends, specifically beauty trends. These women enjoy beauty and
are creative behind the scenes. These women wake up every morning, drink their cup of coffee
while putting on their Maybelline mascara, and then are out the door, ready for work. They
enjoy sitting down after a long day of work and watching the real housewives or other reality
television shows. There is nothing like crying after watching your favorite contestant on The
Bachelor get voted off and knowing their Maybelline mascara will still stay on.