The document discusses Maybelline's target market of women ages 18-28 in socioeconomic classes C1 and B. It notes an insight that makeup should be about bringing out one's "inner you" rather than masking oneself. The strategic message is that if consumers want their inner beauty to shine through, they should use Maybelline mascara. The document proposes the tagline "Reveal What's Real" to convey that Maybelline sells inner beauty rather than just physical beauty.

1. Maybelline
KELLY LATI
YSAY CAMUS
ANTON ESTEBAN

2. BACKGROUND
DARE TO BARE
ROLE OF MAKEUP
CURRENT SITUATION
DARE TO WEAR

3. PROBLEM
NOT YET
1here.

4. PROBLEM
MAKE IT
RELEVANT

5. Target Market
DEMOGRAPHIC
PSYCHOGRAPHIC
18-28 YO
female
C1, B
WHY MAKEUP
BEHAVIORAL
EVERYDAY

6. Insight
“It's not about creating a mask, it's
about bringing out the inner you.”{ }

7. PURPOSE
GIVE CONSUMERS WHAT
THEY WANT.
LET THEM BRING OUT THEIR
INNER BEAUTY.

8. Strategic Message
If you want your inner you to
shine through, use Maybelline
mascara.
{ }

9. Leverage
DELIVERS ITS PROMISE
DELIVERS ITS PROMISE

10. Leverage
physical beauty?
WE SELL
INNER BEAUTY.

11. TAGLINE
“REVEAL WHAT’S REAL.”

13. Conclusion
IN THE SEARCH
FOR BEAUTY,
INNER BEAUTY HAS
BEEN FORGOTTEN.

14. We found it!
[in a hopeless place]