Hazel is a cosmetics brand experiencing slow sales growth of only 1.5% with an aging target group of middle-aged housewives. To improve its image and attract younger customers, Hazel plans to focus on modern women, launch a new logo and advertising campaign featuring celebrities like Penelope Cruz and Scarlett Johansson, expand its product line to include men's products, and shift to a direct selling model with an increased online and retail presence.