reason is due to the fact of the age group they fall under. Most women said they purchased makeup either when they run out of their favorite product or if they see something they like on a friend or relative. Star power had somewhat of an influence among the participants, mainly for the women in their 20’s.
However, it had little to no effect for the women interviewed who were in their 30’s and older. Furthermore, Many of the female participants admitted they do not purchase Maybelline makeup, however on the rare occasion some do; they typically only buy mascara or nail polish. Majority of the female participants used various brands because of coverage and quality, perhaps the reason is due to the fact of the age group they fall under. Some of these brands included: MAC, Too-Faced, Revlon, L’Oreal and Laura Mercier.
When asked about which brands are considered top brands at stores, majority of the participants recognized Maybelline, CoverGirl, Revlon and L’Oreal as top cosmetics brands. However, when asked about the “Make It Happen” tagline by Maybelline, none of the participants were able to recognize the tagline for Maybelline. Therefore, our qualitative interviews revealed that Maybelline faced a brand challenge. Please see Appendix B for interview questions.
Survey
The online survey consisted of 17 questions regarding makeup product usage and brand awareness. The questions were distributed to family and friends via email and through social media. The data that was collected consisted of 99 women and 6 men who took part in the survey.
Earlier this year, CoverGirl unveiled its new model, the CoverBoy, a 17-year-old high school senior from New York. CoverGirl is a staple for women’s makeup and it is recognizing for the first time in its 60-year history that men can also wear makeup.