Mac and Bareminerals makeup. This aligns with the challenge Maybelline is having in the US with consumers switching gears and shopping for the luxury brands of cosmetics. After the “other” category, second on the list was L’Oreal followed by CoverGirl in third place. The survey analysis revealed that Maybelline is the top choice of makeup brands for people between the ages of 18-44. According to the survey results, quality of makeup had a greater purchasing power influence than star power or celebrity endorsements. Some of those surveyed did mention that model Gigi Hadid is a Maybelline spokeswoman based on print and television ads, but that had little to no effect on why they bought and used that brand of makeup. Being that star power is not a contributing factor to purchase, we are recommending that Maybelline use “real women” in their advertisements in order to get the consumer to relate to someone just like them.